Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive

Three studies examine an emotion fit effect in the crisis communication, namely, the interaction between emotional frames of guilt and shame and consumer emotions of anger and fear on consumer forgiveness. Guilt-framing communication results in higher forgiveness than shame-framing for angry consume...

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Bibliographic Details
Published in:Frontiers in psychology 2016-11, Vol.7, p.1775-1775
Main Authors: Ran, Yaxuan, Wei, Haiying, Li, Qing
Format: Article
Language:English
Subjects:
Consumer emotion
emotional frame
feeling-right
fit
Forgiveness
Psychology
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