It was Daniel Goleman who made the theory of emotional intelligence, EI or EQ, very popular, defining it as the ability to recognize one's own feelings and those of others, to motivate oneself and to manage emotions well in ourselves and in our relationships. (Golemann, 1998). Today's organizations, especially in the service industry, are embracing the concept of emotional intelligence in the workplace because of its relationship to employee performance, service quality and customer loyalty. All of which ultimately contributes to a better reputation and higher returns. At Starbucks, emotional intelligence plays an important role in job performance, as the company enjoys a loyal customer base and a reputation as one of the most admired companies in America. (Robbins, Judge, 2013). An employee with high emotional intelligence will be able to manage their impulses rationally, be able to react quickly in a tense environment, solve problems and remain composed even in the face of adversity. In 1998, Goleman conducted research and found that 67% of management skills cited as determining factors of excellence within a job were related to emotional skills. (Khalili, 2012). This sums up the implication of emotional intelligence as a way to increase the success of an organization today. This naturally leads to Horchschild's commercialization of human feelings, which is referred to as emotional labor. Emotional labor is mainly adapted to the service sector. Hochschild defines emotional labor as the management of feelings to create a publicly observable facial and bodily display, emotional labor is sold for a wage and therefore has exchange value. (Hochschild, 1983; p.7). When our j......middle of paper......are asked to project one emotion while feeling another. This disparity is an emotional dissonance. Emotional dissonance is the inconsistency between the emotions people feel and the emotions they project. (Robbins, Judge, 2013, page 143). The greater the gap between required and true emotions, the more employees tend to experience stress, job burnout and psychological separation from themselves. (Mcshane, 2010 Chapter 4 uncertain on page). Burnout is a syndrome of emotional exhaustion, depersonalization, and reduced personal fulfillment that can occur among individuals, especially when work relies on social interaction. In individuals who engage more in emotional facilitation in thinking about and analyzing their own emotions and those of others, this process can generate a feeling of stress, frustration, or emotional burnout/exhaustion. (LUNA, T, & HUR, W 2011, p 7)