Do you smile at your customers? If so, make sure your smile isn’t too wide. A new study undertaken at the University of Haifa found that displaying emotions at high intensity when serving customers is perceived as inauthentic and is liable to impair the customers’ satisfaction with the product and its use. “Expressing emotions such as happiness or sadness isn’t enough. It’s important to pay attention to the magnitude in which the emotion is expressed by service staff,” explains Dr. Arik Cheshin of the University of Haifa, one of the authors of the study.