Balance in the (Re)Making: a Deep Metaphor Analysis of Consumer Recovery Expectations

The service literature presents an intriguing contradiction with regard to consumers’ service recovery expectations. It is clear that consumers hold expectations of recovery in the wake of failure. On the other hand, the literature tells us that most firms do not recover well (as few as five percent even try). We conducted depth interviews based on the ZMET protocol (Zaltman 1997) with 24 informants to understand the deeper sources of consumers’ recovery expectations that enable this resilient hope in the face of disconfirming experience. We find that recovery expectations are grounded in the deep metaphor of balance and the cultural codes of atonement and reconciliation built upon that embodied cognition.


Glenn Christensen and Torsten Ringberg (2005) ,"Balance in the (Re)Making: a Deep Metaphor Analysis of Consumer Recovery Expectations", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 440-441.


Glenn Christensen, Brigham Young University
Torsten Ringberg, University of Wisconsin


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More


D10. It's Meant for Me: When Serendipity Increases Word-of-Mouth

Colleen Patricia Kirk, New York Institute of Technology
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK

Read More


A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, 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.