“I” value justice, but “we” value relationships: Self-construal effects on post-transgression consumer forgiveness

Causal attributions and brand-relationships are known to determine how consumers react to brand transgressions. Considering both transgression controllability and brand-relationship strength, the authors show that self-construal moderates consumer reactions to brand transgressions. Three studies usi...

Full description

Saved in:
Bibliographic Details
Published in:Journal of consumer psychology 2016-04, Vol.26 (2), p.265-274
Main Authors: Sinha, Jayati, Lu, Fang-Chi
Format: Article
Language:English
Subjects:
Brand transgression
Brand-relationship
Consumer forgiveness
Controllability attribution
Research Report
Self-construal
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!