When Words Hurt - Emotional Contagion in a Company's Facebook Apology

Madeline Barth, University of Mannheim, Germany
Elisa Konya-Baumbach, University of Mannheim, Germany
The research investigates the contagion of negative emotions in corporate apologies in Facebook using an online experiment and an eye tracking study. The results reveal that while apologies reduce consumers’ sadness triggered by a crisis, emotional contagion attenuates this mitigating effect and negatively influences consumers’ willingness to forgive the company.
[ to cite ]:
Madeline Barth and Elisa Konya-Baumbach (2017) ,"When Words Hurt - Emotional Contagion in a Company's Facebook Apology", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 418-419.