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



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