7A I Will Not Retaliate If You Did Not Know the Risks: Investigating Consumer Responses to Firm Product Failures
This research investigates consumer responses to product failures. In two studies, we find that having a prior relationship with a firm makes a person less likely to retaliate against the firm. Attributing the awareness of risk of product failure to the firm predicts consumer retaliatory acts against the firm.
Chaumanix Dutton and Norbert Schwarz (2019) ,"7A I Will Not Retaliate If You Did Not Know the Risks: Investigating Consumer Responses to Firm Product Failures", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 967-967.
Chaumanix Dutton, University of Southern California, USA
Norbert Schwarz, University of Southern California, USA
NA - Advances in Consumer Research Volume 47 | 2019
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