心理学
宽恕
社会心理学
显著性(神经科学)
解释水平理论
相互依存
价值(数学)
适度
归属
产品(数学)
集体主义
经济正义
个人主义
认知心理学
社会学
社会科学
几何学
数学
新古典经济学
机器学习
计算机科学
经济
政治学
法学
作者
Jayati Sinha,Fang‐Chi Lu
标识
DOI:10.1016/j.jcps.2015.06.002
摘要
Abstract Causal attributions and brand‐relationships are known to determine how consumers react to brand transgressions. Considering both transgression controllability and brand‐relationship strength, the authors show that self‐construal moderates consumer reactions to brand transgressions. Three studies using different product and service failure scenarios demonstrate that consumers who have independent self‐construals are more forgiving when the brand has no control over the transgression, regardless of brand‐relationship strength. However, consumers who have interdependent self‐construals are more forgiving when they have strong relationships with the transgressing brand, even if the brand is at fault. Furthermore, the salience of justice concerns versus expectancies for long‐term brand‐relationships underlies the self‐construal effects on consumer forgiveness.
科研通智能强力驱动
Strongly Powered by AbleSci AI