The Role of Regulatory Fit on the Inclination to Forgive Or Seek Revenge Against Sellers Following a Product Failure in the Marketplace

Rajat Roy, Curtin University, Australia
Subimal Chatterjee, SUNY Binghamton, USA
When a product fails, the injured party may wish to forgive the transgressor (if the latter shows repentance), or punish the transgressor (if the victim is encouraged to seek revenge). We show that a fit between the victim’s regulatory focus (promotion/prevention) and the repentance/revenge message-frames heighten such motivations.
[ to cite ]:
Rajat Roy and Subimal Chatterjee (2011) ,"The Role of Regulatory Fit on the Inclination to Forgive Or Seek Revenge Against Sellers Following a Product Failure in the Marketplace", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 438-440.