Apology Or Denial? How Stability Attribution Affects Consumer Distrust Towards the Firm

Haichuan Zhao, USTC-CityU Joint Advanced Research Center, University of Science and Technology of China, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong
Lan Jiang, Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong
Chenting Su, Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong
Zhongsheng Hua, School of Management, Zhejiang University, Hangzhou, Zhejiang Province, China
This research explores how social account can mitigate distrust caused by violation.Study1 shows that apology be better when violation is competence based, and denial be better when violation is integrity based,and perceived stability as the underlying mechanism.Study 2 shows remedial action plan can affect the choice of social accounts.
[ to cite ]:
Haichuan Zhao, Lan Jiang, Chenting Su, and Zhongsheng Hua (2015) ,"Apology Or Denial? How Stability Attribution Affects Consumer Distrust Towards the Firm", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 817-817.