The role of regulatory fit on the inclination to forgive or seek revenge against sellers following a product failure in the marketplace

Rajat Roy, Subimal Chatterjee

Research output: Contribution to journalMeeting AbstractResearchpeer-review


When a product fails, the injured party may wish to forgive the transgressor (if the latter shows repentance), or punish the transgressor (if the victim is encouraged to seek revenge). We show that a fit between the victim’s regulatory focus (promotion/prevention) and the repentance/revenge message-frames heighten such motivations.
Original languageEnglish
Pages (from-to)438
Number of pages1
JournalAdvances in Consumer Research
Publication statusPublished - 2011
Externally publishedYes
EventAssociation for Consumer Research Conference -
Duration: 13 Oct 201115 Oct 2011


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