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.
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.
Yuliya Strizhakova, Rutgers University, USA
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Yelena Tsarenko, Monash University, Australia
NA - Advances in Consumer Research Volume 43 | 2015
M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience
Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico
Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions
James A Mourey, DePaul University, USA
Ari Waldman, New York Law School
Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness
Dionysius Ang, Leeds University Business School