An Exploration of Consumer Forgiveness Following Marketer Transgressions

Emily Chung, Monash University
Michael Beverland, The University of Melbourne

An Exploration of Consumer Forgiveness Following Marketer Transgressions

 

 

Emily Chung

Monash University

 

Michael Beverland

The University of Melbourne

 

 

 

Research has identified several psychological benefits of forgiving relational partners following a transgression. We extend research on forgiveness into the consumer realm, examining if and how consumers forgive marketers following a transgression, and the consumer benefits of doing so. Twenty semi-structured interviews were conducted to reveal various forgiveness processes and outcomes. Although forgiveness may take place following a transgression, consumer-brand relationships often transform and evolve as consumers re-enter into renegotiated relationships with the marketer. The study of relational phenomena such as forgiveness extends existing knowledge to provide insights into consumer-brand relationships and the transformations that occurs following marketer transgressions.
[ to cite ]:
Emily Chung and Michael Beverland (2006) ,"An Exploration of Consumer Forgiveness Following Marketer Transgressions", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 98-99.