Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 560796
Title The bittersweet symphony: Decreased evaluations and effectiveness of products given as an apology
Author(s) Straeter, L.; Hooge, I.E. de
Event Society of Consumer Psychology 2018 Winter Conference, Dallas, TX, 2018-01-16/2018-01-18
Department(s) WASS
Marketing and Consumer Behaviour
Publication type Contribution in proceedings
Publication year 2018
Abstract 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.
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