L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery

Exploring the impact of co-recovery on consumers ‘attribution, the present research finds that when consumers are highly participative in a failed recovery episode (i.e. co-recovery), they blame themselves more than the firm. However, this effect is reversed when they participate less, and disappeared when they do not participate at all.



Citation:

Bo Huang, Yany Grégoire, and Matthew Philp (2018) ,"L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 910-910.

Authors

Bo Huang, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior

Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China

Read More

Featured

N14. The Bright Side of Sadness: How Mood Affects Goal Initiation

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

Read More

Featured

A Complete Consumer Journey: Tracking Motivation in the Marketplace

Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore

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.