Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive
نویسندگان
چکیده
Three studies examine an emotion fit effect in the crisis communication, namely, the interaction between emotional frames of guilt and shame and consumer emotions of anger and fear on consumer forgiveness. Guilt-framing communication results in higher forgiveness than shame-framing for angry consumers, whereas shame-framing communication results in higher forgiveness than guilt-framing for fearful consumers. These effects are driven by consumers' accessible regulatory foci associated with anger/fear and guilt/shame. Specifically, feelings of anger activate a promotion focus that is represented by guilt frames, while feelings of fear activate a prevention focus that is enacted by shame frames. Compared with emotion non-fit (i.e., anger to shame and fear to guilt), emotion fit (i.e., anger to guilt and fear to shame) facilitates greater feeling-right and consumer forgiveness. The findings offer novel insights for extant literature on emotion, crisis communication, and regulatory focus theory, as well as practical suggestions regarding the emotional frames.
منابع مشابه
A Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models
Traditional models of consumer decision-making are largely cognitive and sequential in nature. While there is some recognition of an emotional component in the decision-making process, traditional models assume emotions are sequential in nature with the most important emotion being the final one, negative emotions are bad and should be overcome, cognitive and affective processes and multiple em...
متن کاملFeelings and Consumer Decision Making 1 Running head: FEELINGS AND CONSUMER DECISION MAKING Feelings and Consumer Decision Making: The Appraisal-Tendency Framework
This article presents the Appraisal Tendency Framework (ATF) (Lerner & Keltner, 2000, 2001; Lerner & Tiedens, 2006) as a basis for predicting the influence of specific emotions on consumer decision making. In particular, the ATF addresses how and why specific emotions carry over from past situations to color future judgments and choices. After reviewing the main assumptions and the five main pr...
متن کاملRole of Feeling of Loneliness and Emotion Regulation Difficulty on Drug Abuse
Introduction: The Risk behaviors such as drug abuse are prevalent anxiously in youth. Thus investigation and recognition of risk behaviors are important. The aim of the present study is to investigate on relationship between loneliness and the difficulty in emotional regulation with drug abuse. Materials and Methods: this research was descriptive- correlation. The sample was comprised of 452...
متن کاملThe Effectiveness of Emotion Regulation Training on Marital Adjustment and Feeling of Loneliness in Women with Substance-Dependent Spouses
Objective: The current research was conducted to determine the effectiveness of emotion regulation training on marital adjustment and feeling of loneliness in women with substance-dependent spouses. Method: The research was quasi-experimental with a pre-test and post-test design with a control group. The statistical population of this research included all women with substance-dependent spouses...
متن کاملForgive and Forget: Differences between Decisional and Emotional Forgiveness
To forgive and forget is a well-known idiom, which has rarely been looked at empirically. In the current experiment, we investigated differences between emotional and decisional forgiveness on forgetting. The present study provides the first empirical support that emotional forgiveness has a strong influence on subsequent incidental forgetting. Specifically, our results demonstrate that emotion...
متن کامل