D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy
This work extends literature on the influence of justice perception on consumer behavior by showing that consumers sensitize with injustice perpetrated on companies by other consumers. We demonstrate that injustice episodes trigger feelings of empathy and, consequently, lead witnesses to present favorable attitudes and more purchase intention towards the company.
Maria Alice Pasdiora, Cristiane Pizzutti, and Natalia Englert (2018) ,"D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 924-924.
Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS
NA - Advances in Consumer Research Volume 46 | 2018
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