When Excuses Backfire: the Ironic Effect of Excuses on Consumer Perceptions

Elise Chandon Ince, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Nora Moran, Virginia Tech, USA
We study the role of a noncontroversial service recovery strategy–providing an excuse–and show that excuses decrease satisfaction after minor failures. We also identify the underlying process, and delineate boundary conditions.
[ to cite ]:
Elise Chandon Ince, Rajesh Bagchi, and Nora Moran (2012) ,"When Excuses Backfire: the Ironic Effect of Excuses on Consumer Perceptions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 673-674.