文献类型：期刊文献

英文题名：Self-diminishing effects of awe on consumer forgiveness in service encounters

作者：Yang, Yan[1];Hu, Jing[2]

机构：[1]East China Univ Sci & Technol, Sch Sports Sci & Engn, 130 Meilong Rd, Shanghai 200237, Peoples R China;[2]Shandong Normal Univ, Sch Econ, 88 East Wenhua Rd, Jinan 250014, Shandong, Peoples R China

年份：2021

卷号：60

外文期刊名：JOURNAL OF RETAILING AND CONSUMER SERVICES

收录：;WOS:【SSCI(收录号:WOS:000630999100004)】；

基金：This research is supported by National Natural Science Foundation of China (Grant No. 71772064).

语种：英文

外文关键词：Awe; Small self; Consumer forgiveness; Service failure

摘要：Previous studies address consumers? emotions as an endogenous consequence of the service experience and assume that consumers base their decisions to forgive on the service situation?s features; however, they rarely mention the role of the emotions that people might be experiencing, for reasons unrelated to the service failure itself. The current study thus considers a foundational but rarely examined human experience in business settings, awe, as well as its prosocial effect in service encounters. Incidental awe might alleviate the negative impacts of a service failure and enhance consumer forgiveness, through self-diminishment processes. Using four scenario-based experiments, referring to four types of service failures (outcome, process, controllable, and uncontrollable failures), this study tests for the positive effect of awe on consumers? inclination to forgive service failures and the mediating role of the small self in this effect. The present research thus enriches understanding of consumer forgiveness due to incidental emotions, which offers marketers some insights into how they might leverage methods that affect consumers? incidental emotions to encourage consumer forgiveness in service failures.