When Words Hurt - Emotional Contagion in a Company's Facebook Apology

The research investigates the contagion of negative emotions in corporate apologies in Facebook using an online experiment and an eye tracking study. The results reveal that while apologies reduce consumers’ sadness triggered by a crisis, emotional contagion attenuates this mitigating effect and negatively influences consumers’ willingness to forgive the company.



Citation:

Madeline Barth and Elisa Konya-Baumbach (2017) ,"When Words Hurt - Emotional Contagion in a Company's Facebook Apology", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 518-519.

Authors

Madeline Barth, University of Mannheim, Germany
Elisa Konya-Baumbach, University of Mannheim, Germany



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

I4. Pink Tax: Are Some Marketing Practices Discriminatory?

Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More

Featured

A Meta-Analysis on the Endowment Effect in Experiments

DANIEL SUN, University of Calgary, Canada

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.