The bittersweet symphony: Decreased evaluations and effectiveness of products given as an apology

L. Straeter, I.E. de Hooge

Research output: Contribution to conferenceConference paperAcademicpeer-review

Abstract

Consumers often buy products for others (Belk 1976), for example, to celebrate their birthdays, or to apologize for harm done. Given products generally are positively evaluated(Ruth et al. 1999; Cheal 1987), but the reason why a product is bought may influence consumers’ product evaluations. We propose that products given to apologize (so-calledapology gifts) may have detrimental effects. More specifically, an apology setting will have anegative influence on receiver’s product evaluations. In addition, we reveal that apology giftswork insufficiently, meaning that they are not as positively evaluated as givers expect, andinsufficiently repair receiver’s anger.
Original languageEnglish
Pages324-325
Number of pages2
Publication statusPublished - 2018
EventSociety of Consumer Psychology 2018 Winter Conference - Fairmont Hotel, Dallas, TX, United States
Duration: 16 Jan 201818 Jan 2018
https://www.myscp.org/pdf/conference%20documents/SCP2018_Proceedings.pdf

Conference

ConferenceSociety of Consumer Psychology 2018 Winter Conference
CountryUnited States
CityDallas, TX
Period16/01/1818/01/18
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Straeter, L., & de Hooge, I. E. (2018). The bittersweet symphony: Decreased evaluations and effectiveness of products given as an apology. 324-325. Paper presented at Society of Consumer Psychology 2018 Winter Conference, Dallas, TX, United States.