Consumer Reprieve

When a firm commits a consumer-facing infraction, its consumers may choose to overlook the infraction and return to the brand. We propose that constructs such as loyalty and commitment do not completely account for this behavior and we propose that a new construct consumer reprieve – the tendency to resist defection and attempt resolution – will fill this gap. Using data from thirty-four depth interviews, we piece together the conditions under which firm-consumer interactions turn negative and the ensuing consumer behavior (not) resulting in consumers granting reprieve. Our findings reveal that purchase decision elaboration prior to infraction is often a valuable predictor of consumer reprieve.


Suraj Commuri and Sanjay Putrevu (2009) ,"Consumer Reprieve", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 192-193.


Suraj Commuri, University at Albany, State University of New York
Sanjay Putrevu, University at Albany, State University of New York


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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