Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12497 |
Resumo: | Despite the increasing amount of research about the effects of a sellers transgression on consumers relationship quality evaluation, existing theory still demands more insight into consumers capacity to suppress the negative emotions that a transgression might generate. This research proposes that consumers are not always equally influenced by a transgression because some individuals demonstrate a higher capacity to suppress the negative emotions that arise from a sellers transgression. An experimental study in a controlled virtual bookstore was developed, simulating a real website. Participants were randomly allocated into one of the two conditions: transgression vs. non-transgression scenario. We demonstrate that consumers who are better able to suppress the negative emotions experienced a lower decrease in their satisfaction evaluation of the relationship with the seller after a transgression than those who had a lower negative emotion suppression capacity following the behavior. These results shed light into the boundary conditions of the transgressions in the business to consumer marketing relationship. This research is therefore intended to make contributions to the literature of marketing relationship in a transgression context. |
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Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ SatisfactionEmotional Suppression as a Moderator for the Impact of a Transgression on Consumers’ Satisfactiontransgression; emotional suppression; satisfactiontransgression; emotional suppression; satisfactionDespite the increasing amount of research about the effects of a sellers transgression on consumers relationship quality evaluation, existing theory still demands more insight into consumers capacity to suppress the negative emotions that a transgression might generate. This research proposes that consumers are not always equally influenced by a transgression because some individuals demonstrate a higher capacity to suppress the negative emotions that arise from a sellers transgression. An experimental study in a controlled virtual bookstore was developed, simulating a real website. Participants were randomly allocated into one of the two conditions: transgression vs. non-transgression scenario. We demonstrate that consumers who are better able to suppress the negative emotions experienced a lower decrease in their satisfaction evaluation of the relationship with the seller after a transgression than those who had a lower negative emotion suppression capacity following the behavior. These results shed light into the boundary conditions of the transgressions in the business to consumer marketing relationship. This research is therefore intended to make contributions to the literature of marketing relationship in a transgression context.Despite the increasing amount of research about the effects of a sellers transgression on consumers relationship quality evaluation, existing theory still demands more insights into consumers capacity to suppress the negative emotions that a transgression might generate. This research proposes that consumers are not always equally influenced by a transgression because some individuals demonstrate a higher capacity to suppress the negative emotions that arise from a sellers transgression. An experimental study in a controlled virtual book store was developed, simulating a real website. Participants were randomly allocated into one of the two conditions: transgression vs. non-transgression scenario. We demonstrate that consumers who are better able to suppress the negative emotions experienced a lower decrease in their satisfaction evaluation of the relationship with the seller after a transgression than those who had a lower negative emotion suppression capacity behavior. These results shed light into the boundary conditions of the transgressions in B2C marketing relationship. This research is therefore intended to make contributions to the literature of marketing relationship in a transgression context.DOI: 10.5585/remark.v12i4.2537Universidade Nove de Julho - Uninove2013-12-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1249710.5585/remark.v12i4.2537ReMark - Revista Brasileira de Marketing; v. 12, n. 4 (2013): Outubro - Dezembro; 27-432177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/12497/6053Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessMantovani, DanielleKorelo, José CarlosPrado, Paulo Henrique MullerSantos, Tatiane SIlva dos2019-02-27T02:43:57Zoai:https://periodicos.uninove.br:article/12497Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-27T02:43:57REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction Emotional Suppression as a Moderator for the Impact of a Transgression on Consumers’ Satisfaction |
title |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction |
spellingShingle |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction Mantovani, Danielle transgression; emotional suppression; satisfaction transgression; emotional suppression; satisfaction |
title_short |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction |
title_full |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction |
title_fullStr |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction |
title_full_unstemmed |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction |
title_sort |
Emotional Suppression as A Moderator of the Impact of Transgression on Consumers’ Satisfaction |
author |
Mantovani, Danielle |
author_facet |
Mantovani, Danielle Korelo, José Carlos Prado, Paulo Henrique Muller Santos, Tatiane SIlva dos |
author_role |
author |
author2 |
Korelo, José Carlos Prado, Paulo Henrique Muller Santos, Tatiane SIlva dos |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Mantovani, Danielle Korelo, José Carlos Prado, Paulo Henrique Muller Santos, Tatiane SIlva dos |
dc.subject.por.fl_str_mv |
transgression; emotional suppression; satisfaction transgression; emotional suppression; satisfaction |
topic |
transgression; emotional suppression; satisfaction transgression; emotional suppression; satisfaction |
description |
Despite the increasing amount of research about the effects of a sellers transgression on consumers relationship quality evaluation, existing theory still demands more insight into consumers capacity to suppress the negative emotions that a transgression might generate. This research proposes that consumers are not always equally influenced by a transgression because some individuals demonstrate a higher capacity to suppress the negative emotions that arise from a sellers transgression. An experimental study in a controlled virtual bookstore was developed, simulating a real website. Participants were randomly allocated into one of the two conditions: transgression vs. non-transgression scenario. We demonstrate that consumers who are better able to suppress the negative emotions experienced a lower decrease in their satisfaction evaluation of the relationship with the seller after a transgression than those who had a lower negative emotion suppression capacity following the behavior. These results shed light into the boundary conditions of the transgressions in the business to consumer marketing relationship. This research is therefore intended to make contributions to the literature of marketing relationship in a transgression context. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12497 10.5585/remark.v12i4.2537 |
url |
https://periodicos.uninove.br/remark/article/view/12497 |
identifier_str_mv |
10.5585/remark.v12i4.2537 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12497/6053 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 12, n. 4 (2013): Outubro - Dezembro; 27-43 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642569986048 |