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



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