Toward Optimal Symbolic Recovery: Why and When “Thank You” Is Better Than “Sorry” in Addressing Service Delays

Across six experiments, we demonstrate appreciation as an alternative and often more effective symbolic recovery strategy than apology in addressing service delays. We show that although apology repairs consumers’ thwarted self-esteem, appreciation goes beyond this reparative effect by further boosting self-esteem, thereby increasing recovery satisfaction. Boundary conditions are also identified.



Citation:

Yanfen You, Xiaojing Yang, Lili Wang, and Xiaoyan Deng (2018) ,"Toward Optimal Symbolic Recovery: Why and When “Thank You” Is Better Than “Sorry” in Addressing Service Delays", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 874-875.

Authors

Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Let's Get Together and Make a Difference: Experiencing a Community in Donation-Based Crowdfunding

Danit Ein-Gar, Tel Aviv University, Israel

Read More

Featured

P3. Cash Costs You: The Pain of Holding

J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia

Read More

Featured

Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education

Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, 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.