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To forgive or retaliate? How regulatory fit affects emotional reactions and repurchase decisions following product failures
Atav, Gizem; Chatterjee, Subimal; Roy, Rajat - In: Journal of Consumer Marketing 38 (2021) 4, pp. 397-409
Purpose: When a product fails out of negligence on the seller’s part, consumers can either retaliate against the seller, more so if a third party encourages them to do so, or forgive the seller should the seller express remorse. This paper aims to examine how the fit between the consumer’s...
Persistent link: https://www.econbiz.de/10012639904
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The role of regulatory fit on the attraction effect
Chatterjee, Subimal; Roy, Rajat; Malshe, Ashwin Vinod - In: Journal of consumer psychology : JCP : the official … 21 (2011) 4, pp. 473-481
Persistent link: https://www.econbiz.de/10009384866
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The role of regulatory fit on the attraction effect
Chatterjee, Subimal; Roy, Rajat; Malshe, Ashwin Vinod - In: Journal of consumer psychology : the official journal … 21 (2011) 4, pp. 473-482
Persistent link: https://www.econbiz.de/10009332953