Mistakes Were Made: the Unintended Consequences of Lighting and Identity-Relevant Mistakes on Marketplace Evaluations

This paper demonstrates that when identity-relevant mistakes occur in a dimly-lit versus brightly-lit environment, consumers evaluations are lower and negative post-purchase intentions are stronger. These effects are mediated by feelings of not mattering, are stronger when the mistake is tied to the consumers identity, and are mitigated via customer recognition.



Citation:

Christine Ringler and *Tracy Rank-Christman (2020) ,"Mistakes Were Made: the Unintended Consequences of Lighting and Identity-Relevant Mistakes on Marketplace Evaluations", 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: 625-627.

Authors

Christine Ringler, University of Alabama
*Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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