Many Goals – One Choice: Understanding Consumer Forgiveness

What choices do consumers make in response to marketplace transgressions? Our research based on thirty-five depth interviews explores consumer forgiveness as a goal-directed socioculturally-grounded choice. We illuminate consumer forgiveness choices as four gestalts (grace, analgesic, fate and atonement) that are linked to multiple goals and identity projects.



Citation:

Yuliya Strizhakova, Cele Otnes, and Yelena Tsarenko (2015) ,"Many Goals – One Choice: Understanding Consumer Forgiveness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 191-196.

Authors

Yuliya Strizhakova, Rutgers University, USA
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Yelena Tsarenko, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

Read More

Featured

Secret Consumption in Close Relationships

Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke University, USA

Read More

Featured

O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

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.