How gratitude shapes acceptance of questionable consumer behavior: the mediating role of self-righteousness
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DOI: 10.1108/ejm-06-2021-0461
Abstract: Purpose A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated to the decision at hand) can also be powerful drivers of… read more here.
Keywords: role; consumer; gratitude; self righteousness ... See more keywords