I Know It's Not Your Fault! Effect of Social Exclusion on Attribution of Brand Crisis

This research explores the effects of social exclusion on brand crisis attribution. Through four experiments we found that excluded participants made less internal attribution of the crisis to the brand when being asked to judge the responsibility of the brand. Moderating effects of trait perspective taking ability and number of attribution targets were also tested.



Citation:

Ziwei Wang and Ping Tu (2015) ,"I Know It's Not Your Fault! Effect of Social Exclusion on Attribution of Brand Crisis", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 278-278.

Authors

Ziwei Wang, Peking University, China
Ping Tu, Peking University, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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