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

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