AbstractIn this paper, we investigate how high public self‐conscious subjects may display specific reactions while waiting in line with strangers at a movie theatre. Results suggest that, when compared with low public subjects, high public self‐conscious subjects will have an attentional focus directed toward time, will attribute more control to service managers for the cause of the wait and will evaluate the service more negatively. Results concerning relationships between attribution of control, behavioural intentions and service evaluation support those of previous studies and are both directly and indirectly moderated by the public self‐consciousness disposition. This research opens the way to conducting future studies attempting to link other personality dispositions with consumer behaviour in the services domain. Copyright © 2003 Henry Stewart Publications.