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

H8. The Beneficial Side of Haze: Air Pollution Promotes Innovation and Creativity

Yi Wu, Tsinghua University
Yifan Chen, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More

Featured

Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, 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.