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.



Citation:

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.

Authors

Chaumanix Dutton, University of Southern California, USA
Norbert Schwarz, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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