Unable to Rebound: the Downside of Being a Nonprofit That Errs

Understanding consumers’ responses to organizational mistakes and apologies is of utmost managerial importance. Though nonprofits enjoy positive perceptions relative to for-profits, we find that after erring, they have a harder time rebounding: consumers are more resentful and less forgiving of a nonprofit than a for-profit that commits the same wrongdoing.


Shalena Srna and Yonat Zwebner (2020) ,"Unable to Rebound: the Downside of Being a Nonprofit That Errs", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1096-1100.


Shalena Srna, University of Michigan, USA
Yonat Zwebner, The InterDisciplinary Center (IDC( Herzliya


NA - Advances in Consumer Research Volume 48 | 2020

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