Forgiving By Not Forgetting: the Effect of Compensations Following Brand Transgressions

This research focuses on the impact of compensations following a brand transgression, examining when compensation efforts may be effective (leading to favorable attitudes) versus backfire (leading to unfavorable attitudes). The results of three experiments reveal that brand-related compensations lead to more favorable attitudes than brand-unrelated compensations, but only when consumers had a positive prior relationship with the brand. Importantly, brand-related compensations became relatively ineffective when there was no prior consumer-brand relationship, and indeed backfired when the prior relationship was negative. Insight into the underlying process was documented through tests of moderation where transgressions were manipulated (Cafe Study), were imagined (Airline Study), and naturally occurred (Baseball Study).



Citation:

Cassie Mogilner Theriault and Jennifer Aaker (2008) ,"Forgiving By Not Forgetting: the Effect of Compensations Following Brand Transgressions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 149-152.

Authors

Cassie Mogilner Theriault, Stanford University
Jennifer Aaker, University of California, Berkeley



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door

Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University

Read More

Featured

Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More

Featured

O11. Have Less, Compromise Less: How the perception of resource scarcity influences compromise decisions

Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA

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.