When a Beautiful Service Provider Makes Mistakes: to Forgive Or Not to Forgive?

Abundant research has shown that consumers react favorably to attractive (vs. average-looking) provider. As this research suggests, however, when a social competence expectation is violated in service failures, consumers are less forgiving of an attractive opposite-sex provider’s mistakes. This pattern is stronger for consumers with a communal (vs. exchange) orientation.


Lisa C. Wan and Robert Wyer Jr. (2019) ,"When a Beautiful Service Provider Makes Mistakes: to Forgive Or Not to Forgive?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 320-325.


Lisa C. Wan, Chinese University of Hong Kong, China
Robert Wyer Jr., University of Cincinnati, USA


NA - Advances in Consumer Research Volume 47 | 2019

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