When Do Consumers Forgive? a Causal Attribution Model of Marketer Transgression and the Moderating Effects of Self-Construal

Fang-Chi Lu, University of Iowa, USA
Jayati Sinha, University of Arizona, USA
Narayan Janakiraman, University of Arizona, USA
In the context of service and product failure, this research demonstrates that (1) brand forgiveness mediates causal attribution effects on consumers’ post-transgression behavioral intentions, (2) brand relationship influences consumers’ attribution about the transgression stability, and (3) the attribution effects on behavioral intentions and compensation preferences depend on consumers’ self-construal.
[ to cite ]:
Fang-Chi Lu, Jayati Sinha, and Narayan Janakiraman (2012) ,"When Do Consumers Forgive? a Causal Attribution Model of Marketer Transgression and the Moderating Effects of Self-Construal", 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: 827-828.