Male Versus Female: How the Gender of Apologizers Influences Consumer Forgiveness

Wei, Haiying; Ran, Yaxuan

doi:10.1007/s10551-017-3440-7

Cited by 39 publications

(39 citation statements)

References 52 publications

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“…Ran et al (2016, p. 1) assess the relationship between crisis communication (after corporate wrongdoing) and consumer forgiveness. Wei and Ran (2017) explore the impact of the gender of the apologizer (following corporate wrongdoing) on consumer forgiveness. While both studies contribute something valuable, neither assesses empirically the direct relationship between corporate wrongdoing and brand forgiveness.…”

Section: Value-related: Corporate Wrongdoingmentioning

confidence: 99%

Brand forgiveness

Fetscherin

Sampedro

2019

JPBM

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Purpose This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three consumer coping strategies. Design/methodology/approach A 3 × 2 research design is used to evaluate the effects of three types of brand transgression (performance, image and value) and two degrees of severity (high vs low) for brand forgiveness. Then, this paper use a 2 × 3 research design, evaluating two degrees of brand forgiveness (high vs low) together with their effects on three different consumer coping strategies (switching, attacking and purchasing again). Using a representative sample of 472 US consumers, various hypotheses related to these research designs are tested. Findings The results show that almost half (48 per cent) of the consumers are unlikely or very unlikely to forgive a brand compared to about a third (32 per cent) who are likely or very likely to forgive. The results of ANOVA show the more severe the brand transgression, the less likely the forgiveness. Consumers who are more likely to forgive are less likely to avoid the brand or engage in attacking behaviors; they are also more likely to purchase the brand again. The results of regression analyses show that consumers witnessing a performance-based brand transgression are more likely to forgive the brand than in the case of image- or value-based brand transgressions. Originality/value This paper explores and outlines the brand forgiveness construct, both theoretically and empirically.

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Section: Value-related: Corporate Wrongdoingmentioning

confidence: 99%

Brand forgiveness

Fetscherin

Sampedro

2019

JPBM

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“…Taken together, these factors provide future papers with ample opportunity to expand upon the relationship between hypocrisy, apology and recovery by including variations in national context. While the paper controls for the effect of gender in the analysis, research in cognitive psychology suggests that gender differences may actually influence how an individual reacts to corporate apology both as the receiver and originator of the apology (Wei & Ran, 2019). Future studies could investigate demographic differences and how they interact to determine perceptions of hypocrisy and the effectiveness of apology.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

CSR commitments, perceptions of hypocrisy, and recovery

Smith

Rhiney

2020

Int J Corporate Soc Responsibility

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This paper examines perceived hypocrisy when a failure is aligned with prior social performance. It is hypothesized that commitment to a CSR domain creates greater performance expectations thus exacerbating the effects when an aligned failure occurs. Study 1 demonstrates that failure alignment and severity increase perceived hypocrisy which negatively impacts customer evaluations of trust, repurchase intent, and brand attitude. Study 2 evaluates two response strategies of apology and compensation vs. no response. An apology significantly reduced perceptions of hypocrisy only when the failure was unaligned with prior CSR. Compensation significantly reduced hypocrisy in both the unaligned and aligned conditions.

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“…Third, to control for the effect of gender, the late arrival depicted in Study 1 was consistent across all conditions and was a woman. This control allows for the effects of gender to be ruled out as a potential confounding variable, but there is evidence to suggest that people respond differently to the same apology and context depending on whether a man or women offers the apology (e.g., Walfisch, Van Dijk, & Kark, 2013;Wei & Ran, 2017). It is possible that the pattern of results could be different if the late arrival were a man, or if the gender composition of the group were altered.…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

To Excuse or Not to Excuse: Effect of Explanation Type and Provision on Reactions to a Workplace Behavioral Transgression

Mroz

Allen²

2019

J Bus Psychol

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People often offer an excuse or an apology after they do something wrong. In this paper, we examine how giving an excuse, an apology, or no explanation after arriving late to a meeting influences the attitudes and behavioral intentions others form toward the late arrival. Additionally, we examined how a group-related factor (complaining) and the late arrival's history with coming late affected participant judgments. Across two studies using complementary experimental and survey methods, we found that an excuse is better than no explanation, but that the difference between apology and no explanation and apology and excuse is not always clear. Furthermore, we found that common distinctions between explanation types used in the literature may not fully exist in non-laboratory social interactions. Implications of these findings and future directions are discussed.

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Male Versus Female: How the Gender of Apologizers Influences Consumer Forgiveness

Cited by 39 publications

References 52 publications

Brand forgiveness

Brand forgiveness

CSR commitments, perceptions of hypocrisy, and recovery

To Excuse or Not to Excuse: Effect of Explanation Type and Provision on Reactions to a Workplace Behavioral Transgression

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