When Excuses Backfire: the Ironic Effect of Excuses on Consumer Perceptions

We study the role of a noncontroversial service recovery strategy–providing an excuse–and show that excuses decrease satisfaction after minor failures. We also identify the underlying process, and delineate boundary conditions.


Elise Chandon Ince, Rajesh Bagchi, and Nora Moran (2012) ,"When Excuses Backfire: the Ironic Effect of Excuses on Consumer Perceptions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 673-674.


Elise Chandon Ince, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Nora Moran, Virginia Tech, USA


NA - Advances in Consumer Research Volume 40 | 2012

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