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.
|Number of pages||2|
|Publication status||Published - 2018|
|Event||Society of Consumer Psychology 2018 Winter Conference - Fairmont Hotel, Dallas, TX, United States|
Duration: 16 Jan 2018 → 18 Jan 2018
|Conference||Society of Consumer Psychology 2018 Winter Conference|
|Period||16/01/18 → 18/01/18|