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)	438-438
Number of pages	1
Journal	Advances in Consumer Research
Publication status	Published - 2011
Externally published	Yes
Event	Association for Consumer Research Conference 2011 - , United States Duration: 13 Oct 2011 → 16 Oct 2011 https://acrwebsite.org/resources/proceedings/

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",

pages = "438--438",

journal = "Advances in Consumer Research",

issn = "0098-9258",

publisher = "Association for Consumer Research",

note = "Association for Consumer Research Conference 2011 ; Conference date: 13-10-2011 Through 16-10-2011",

url = "https://acrwebsite.org/resources/proceedings/",

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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

SP - 438

EP - 438

JO - Advances in Consumer Research

JF - Advances in Consumer Research

T2 - Association for Consumer Research Conference 2011

Y2 - 13 October 2011 through 16 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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