演讲题目：Apology or  Denial ? Violation Type, Response and Consumer Distrust

演讲嘉宾：Haichuan  Zhao , City University of Hong Kong

演讲时间：10月16日（周五）上午9:00-11:00

演讲地点：嘉庚一（保欣丽英楼）409室

主持人：周晨希 助理教授

摘要：

Violation is a ubiquitous problem that affects every firm at some point in time. A violation can lead to consumer distrust and decreased future purchase intentions, and proper response is critical in minimizing the negative effects. Our research extends the extant literature which focuses on apology, and shows that under certain circumstances denial can be more effective in mitigating distrust. Specifically, we find that apology works better when the violation cause or domain is relatively high in changeability (e.g., competence). Contrarily, under low-changeability circumstances, we show that denial can change consumers’ belief more effectively by modifying their judgment on the initial violation. In addition to violation type and domain, our final study demonstrates that the pattern of the product reviews can also be an indicator of changeability, and thus affecting the effectiveness of different violation responses.

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