CCMS Online Seminar with Prof. Mansur KHAMITOV
Assistant Professor of Marketing at the Kelley School of Business, Indiana University
Vice-Chair of American Marketing Association's CBSIG (Consumer Behaviour Special Interest Group).
When Time Does Not Heal All Wounds:
The Novel Attenuation Effect of Answering Multiple Surveys on Consumer Revenge and Forgiveness
This research challenges the “time heals all wounds” effect in the context of a major service failure episode. As its core contribution, it documents the novel attenuation effect of completing multiple surveys, over time, on variables associated with the revenge and forgiveness process. By using three longitudinal experiments—lasting between one and two month(s) each—we show that an attenuation effect is caused by answering a series of surveys over time, rather than by the passing of time on its own. This effect is robust regardless of the survey sender (firm vs. third party), the presence of a recovery, the type of experiments (field vs. lab-style), the intervals between surveys, and the number of surveys. As a second contribution, we identify a relevant boundary condition by showing the moderating effect of prior relationship quality; the attenuation process is less pronounced as the quality of the prior relationship increases. As a third contribution, we document the process at play by showing that well-designed surveys (including both emotional and cognitive elements) stimulate the attenuation effect by helping consumers make sense holistically of their negative experience. Finally, we specifically document the mediating role played by personal sensemaking in explaining the attenuation effect.
18/03 - 16:00