When Do Consumers Forgive? a Causal Attribution Model of Marketer Transgression and the Moderating Effects of Self-Construal

In the context of service and product failure, this research demonstrates that (1) brand forgiveness mediates causal attribution effects on consumers’ post-transgression behavioral intentions, (2) brand relationship influences consumers’ attribution about the transgression stability, and (3) the attribution effects on behavioral intentions and compensation preferences depend on consumers’ self-construal.



Citation:

Fang-Chi Lu, Jayati Sinha, and Narayan Janakiraman (2012) ,"When Do Consumers Forgive? a Causal Attribution Model of Marketer Transgression and the Moderating Effects of Self-Construal", 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: 827-828.

Authors

Fang-Chi Lu, University of Iowa, USA
Jayati Sinha, University of Arizona, USA
Narayan Janakiraman, University of Arizona, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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