Forgive By Remembering Or By Forgetting: the Temporal Match Between Victim Motivation and Apology Gift Preferences

We show that if the victim focuses on the transgression, a utilitarian apology gift is preferred because it encourages integration of the transgression into the bigger relationship picture. If the victim is trying to forget about the transgression, a hedonic apology gift is preferred as it facilitates temporary mood regulation.


Christina I. Anthony, Elizabeth Cowley, and Adam Duhachek (2013) ,"Forgive By Remembering Or By Forgetting: the Temporal Match Between Victim Motivation and Apology Gift Preferences", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Christina I. Anthony, University of Sydney, Australia
Elizabeth Cowley, University of Sydney, Australia
Adam Duhachek, Indiana University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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