Wwjd? the Effect of Religious Mindsets on Consumer Responses to Organizational Failures

Jamie D. Hyodo, Pennsylvania State University, USA
Lisa E. Bolton, Pennsylvania State University, USA
This paper explores the implications of religious mindsets on consumer behavior. Specifically, we demonstrate that religious mindsets promote increased forgiveness following an organizational failure. This forgiveness in turn leads to greater satisfaction and behavioral intentions, but is conditional on a recovery effort that is high in socio-emotional sincerity.
[ to cite ]:
Jamie D. Hyodo and Lisa E. Bolton (2014) ,"Wwjd? the Effect of Religious Mindsets on Consumer Responses to Organizational Failures", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 518-518.