Many Goals – One Choice: Understanding Consumer Forgiveness

Yuliya Strizhakova, Rutgers University, USA
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Yelena Tsarenko, Monash University, Australia
What choices do consumers make in response to marketplace transgressions? Our research based on thirty-five depth interviews explores consumer forgiveness as a goal-directed socioculturally-grounded choice. We illuminate consumer forgiveness choices as four gestalts (grace, analgesic, fate and atonement) that are linked to multiple goals and identity projects.
[ to cite ]:
Yuliya Strizhakova, Cele Otnes, and Yelena Tsarenko (2015) ,"Many Goals – One Choice: Understanding Consumer Forgiveness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 191-196.