An Exploration of Consumer Forgiveness Following Marketer Transgressions

An Exploration of Consumer Forgiveness Following Marketer Transgressions



Emily Chung

Monash University


Michael Beverland

The University of Melbourne




Research has identified several psychological benefits of forgiving relational partners following a transgression. We extend research on forgiveness into the consumer realm, examining if and how consumers forgive marketers following a transgression, and the consumer benefits of doing so. Twenty semi-structured interviews were conducted to reveal various forgiveness processes and outcomes. Although forgiveness may take place following a transgression, consumer-brand relationships often transform and evolve as consumers re-enter into renegotiated relationships with the marketer. The study of relational phenomena such as forgiveness extends existing knowledge to provide insights into consumer-brand relationships and the transformations that occurs following marketer transgressions.


Emily Chung and Michael Beverland (2006) ,"An Exploration of Consumer Forgiveness Following Marketer Transgressions", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 98-99.


Emily Chung, Monash University
Michael Beverland, The University of Melbourne


NA - Advances in Consumer Research Volume 33 | 2006

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