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...