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

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 journal › Meeting Abstract › Research › peer-review

Abstract

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 language	English
Pages (from-to)	438
Number of pages	1
Journal	Advances in Consumer Research
Volume	39
Publication status	Published - 2011
Externally published	Yes
Event	Association for Consumer Research Conference - Duration: 13 Oct 2011 → 15 Oct 2011

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http://www.acrwebsite.org/volumes/v39/acr_v39_9221.pdf

Cite this

@article{1b8197269cda41ac9812c2446767daa1,

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

abstract = "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{\textquoteright}s regulatory focus (promotion/prevention) and the repentance/revenge message-frames heighten such motivations.",

author = "Rajat Roy and Subimal Chatterjee",

year = "2011",

language = "English",

volume = "39",

pages = "438",

journal = "Advances in Consumer Research",

issn = "0098-9258",

publisher = "Sheridan Books",

note = "Association for Consumer Research Conference ; Conference date: 13-10-2011 Through 15-10-2011",

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TY - JOUR

T1 - The role of regulatory fit on the inclination to forgive or seek revenge against sellers following a product failure in the marketplace

AU - Roy, Rajat

AU - Chatterjee, Subimal

PY - 2011

Y1 - 2011

N2 - 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.

AB - 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.

M3 - Meeting Abstract

SN - 0098-9258

VL - 39

SP - 438

JO - Advances in Consumer Research

JF - Advances in Consumer Research

T2 - Association for Consumer Research Conference

Y2 - 13 October 2011 through 15 October 2011

ER -

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

Abstract

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