A New Strategy For Repairing Consumer Trust: Targeting Negative Emotions

Benjamin Neuwirth, Northwestern University, USA
Ulf Bockenholt, Northwestern University, USA
Companies sometimes violate the trust of consumers, and those trust violations can cause consumers to experience strong negative emotions. In this research we examine the different types of negative emotions that trust violations by companies can cause, and whether acting to reduce those negative emotions allows trust to be repaired.
[ to cite ]:
Benjamin Neuwirth and Ulf Bockenholt (2015) ,"A New Strategy For Repairing Consumer Trust: Targeting Negative Emotions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 649-650.