Service Failures in Gift Orders: the Mediating Role of Guilt

This research examines consumers’ reactions to service failures from a psychological contract perspective. We find that consumers are more dissatisfied with service failures in gift orders. We demonstrate that consumers’ perception of whether a promise is made moderates the relationship. Consumers in the gift order condition reacted more negatively to service failures when sellers make an explicit promise. Finally, we show the mediating effect of feelings of guilt.


Hua Chang and Guang-Xin Xie (2013) ,"Service Failures in Gift Orders: the Mediating Role of Guilt", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Hua Chang, Drexel University, USA
Guang-Xin Xie, University of Massachusetts Boston, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?

Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University

Read More


Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

Read More


N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.