B5. Money Doesn’T Buy Happiness, But What About Buying Trust? the Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Situations in which a financial compensation is effective to rebuild trust after a double deviation have been neglected by marketing literature. We show that financial compensation could be more effective than non-financial tactics (apology, promise) in recovering trust after double deviation when the initial failure causes a financial loss.



Citation:

Valentina Ortiz Ubal, Cristiane Pizzutti, and Katja Gelbrich (2018) ,"B5. Money Doesn’T Buy Happiness, But What About Buying Trust? the Effectiveness of Financial Compensation in Restoring Trust After Double Deviation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 931-931.

Authors

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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