Forgive By Remembering Or By Forgetting: the Temporal Match Between Victim Motivation and Apology Gift Preferences

Christina I. Anthony, University of Sydney, Australia
Elizabeth Cowley, University of Sydney, Australia
Adam Duhachek, Indiana University, USA
We show that if the victim focuses on the transgression, a utilitarian apology gift is preferred because it encourages integration of the transgression into the bigger relationship picture. If the victim is trying to forget about the transgression, a hedonic apology gift is preferred as it facilitates temporary mood regulation.
[ to cite ]:
Christina I. Anthony, Elizabeth Cowley, and Adam Duhachek (2013) ,"Forgive By Remembering Or By Forgetting: the Temporal Match Between Victim Motivation and Apology Gift Preferences", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.