Effects of Social Distance on Consumers’ Responses to Company Transgression

Danielle Mantovani, Federal University of Parana
José Carlos Korelo, Federal University of Parana
Jenny Gonzáles Ibarra, Federal University of Parana
Paulo Prado, Federal University of Parana
Based on theory of psychological distance, the authors examined how social distance and the severity of transgression influence the relationship between a transgressing company and other (close and distant) consumers. The authors showed that close (vs. distant) consumers could behave more (vs. less) similarly to the victim of the transgression.
[ to cite ]:
Danielle Mantovani, José Carlos Korelo, Jenny Gonzáles Ibarra, and Paulo Prado (2014) ,"Effects of Social Distance on Consumers’ Responses to Company Transgression ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 799-799.