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

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 languageEnglish
Pages (from-to)438
Number of pages1
JournalAdvances in Consumer Research
Volume39
Publication statusPublished - 2011
Externally publishedYes
EventAssociation for Consumer Research Conference -
Duration: 13 Oct 201115 Oct 2011

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Regulatory fit
Seller
Revenge
Regulatory focus

Cite this

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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’s regulatory focus (promotion/prevention) and the repentance/revenge message-frames heighten such motivations.",
author = "Rajat Roy and Subimal Chatterjee",
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journal = "Advances in Consumer Research",
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The role of regulatory fit on the inclination to forgive or seek revenge against sellers following a product failure in the marketplace. / Roy, Rajat; Chatterjee, Subimal.

In: Advances in Consumer Research, Vol. 39, 2011, p. 438.

Research output: Contribution to journalMeeting AbstractResearchpeer-review

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

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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

VL - 39

SP - 438

JO - Advances in Consumer Research

JF - Advances in Consumer Research

SN - 0098-9258

ER -