Perceived control is proposed to be a crucial variable in mediating the consumer's emotional and behavioral responses to the physical environment and the contact personnel that constitute the service encounter. Results of an experimental test of this proposition confirm the importance of perceived control in mediating the effects of two situational features of the encounter-consumer density (the number of consumers that are present in a service setting) and consumer choice (whether it is a person's own decision to enter into, and stay in, a service situation)-on the pleasantness of the service experience and the consumer's approach-avoidance responses to the service encounter.

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This article addresses a growing dilemma surrounding the strategic value of perceived brand foreignness (PBF) among consumers in emerging economies. Building on recent research evidence from the brand origin literature, we introduce the concept of confidence in brand origin identification (CBO) and theorize its moderating impact on the value of PBF in explaining and predicting brand evaluation. Using a multi-level modeling technique, this study provides evidence showing that CBO moderates the effect of PBF on consumer evaluations of brand value. Moreover, the moderating influence of CBO is found to be more profound for local than for foreign brands. Managerial implications for building both global and local brands in emerging markets are discussed.