18389

Danielle Mantovani Lucena da Silva
José Carlos Korelo
Paulo Henrique Müller Prado
Tatiane Silva dos Santos

Revista Brasileira de Marketing

Despite the increasing amount of research about the effects of a seller’s transgression on consumers’ relationship quality evaluation, existing theory still demands more insights into consumer’s 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 seller’s 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.

emotional suppression, satisfaction, transgression

SILVA, D. M. L.; KORELO, J. C.; PRADO, P. H. M.; SANTOS, T. S. D. Emotional suppression as a moderator of the impact of transgression on consumers’ satisfaction. Revista Brasileira de Marketing, v. 12, n. 4, p. 27-43, 2013.

Silva, D. M. L., Korelo, J. C., Prado, P. H. M., & Santos, T. S. D. (2013). Emotional suppression as a moderator of the impact of transgression on consumers’ satisfaction. Revista Brasileira de Marketing, 12(4), 27-43.

10.5585/remark.v12i4.2537

http://www.spell.org.br/documentos/ver/18389/suppressao-emocional-como-moderador-do-impacto-da-transgressao-sobre-a-satisfacao-do-consumidor/i/pt-br

Artigo

Inglês

Aaker, J., Fournier, S., Brasel, S. A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31, (June), 1-16.

Anderson, E. W., Fornell, C., Lehmann, D. R. (1994). Customer satisfaction, market share and profitability: findings from Sweden. Journal of Marketing, v. 59, (July), p. 53-66.

Ariely, D. (2012). The (Honest) Truth About Dishonesty: How We Lie to Everyone. Harper Collins Publishers.

Avnet, Tamar; E. Tory Higgins (2006). How Regulatory Fit Affects Value in Consumer Choices and Opinions. Journal of Marketing Research, v. 43, n. 1, p. 1-10.

Barnes, C. D. (2010). Forgiveness and the Pursuit of Communication Goals in Transgression Discourses (Doctoral thesis). Graduate College, University of Oklahoma. Norman, United States of America.

Cohen, J. B., Pham, M. T., Andrade, E. B. (2008) The nature and role of affect in consumer behavior. In: C. P. Haugtvedt., P. M. Herr,, & F. R. Kardes, (Eds.) Handbook of Consumer Psychology. (pp.297-348) New York: Psychology Press.

Demoulin, N. (2011). Customers’ Irritation after a Grocery Shopping Experience and Its Impact on Their Satisfaction. European Marketing Academy Conference, Ljubljana, Slovenia, 40.

Fincham, F. D., Jackson, H., Beach, R. S. H. (2005). Transgression Severity and Forgiveness: Different Moderators for Objective and Subjective Severity. Journal of Social and Clinical Psychology, 4(6), 860-875.

Folkes, V. (1984). Consumer Reactions to Product Failure: An Attributional Approach. Journal of Consumer Research, v. 10, (March), p. 398-409.

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-353.

Goodwin, C. James (2007), Research in Psychology: Methods and Design. 5. edition. Wiley.

Grégoire Y., Tripp T., Legoux R. (2009). When Customer Love Turns into Lasting Hate: The Effects of Relationship Strength and Time on Customer Revenge and Avoidance, Journal of Marketing, v. 73, (November), 18-32.

Gross, J. J., John, O. P. (2003). Individual differences in two emotion regulation processes: implications for affect, relationships, and well-being. Journal of Personality and Social Psychology, 85 (2), 348-362.

Koole, S. L., Dillen, L. F. V., Sheppes, G. (2011). The Self-Regulation of Emotion. In R. F. Baumeister & K. D. Vohs (Eds.), Handbook of Self-Regulation: Research, Theory, and Applications (p. 22-40). New York: The Guilford Press.

Lazarus, R. S. (1991). Emotion and Adaptation. New York: Oxford University Press.

Mauss, I, B., Cook, C. L., Cheng, J. Y. J., Gross, J. J. (2007) Individual differences in cognitive reappraisal: experiential and physiological responses to an anger provocation. International Journal of Psychophysiology, 66(2), 116-124.

Maxham, J. & Netemeyer R. (2002), A Longitudinal Study of Complaining Customers’ Evaluations of Multiple Service Failures and Recovery Efforts. Journal of Marketing, v. 66, (October), p. 57-72.

McColl-Kennedy, J. R., & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266.

McRae, K., Ochsner, K. N., Gross, J. J. (2011). The reason in passion: a social cognitive neuroscience approach to emotion regulation. In R. F. Baumeister & K. D. Vohs (Eds.), Handbook of Self-Regulation: Research, Theory, and Applications. (p. 186-203). New York: The Guilford Press.

Metts, S. (1994) Relational Transgressions. In W. R. Cupach & B. Spitzberg (Eds.), The Dark Side of Interpersonal Communications. (p. 217-239), Hillsdale, NJ: Lawrence Erlbaum.

Neale, Larry & Fullerton, S. (2010) Attitudes towards consumer transgressions in the marketplace. In: Proceedings of Association of Marketing Theory and Practice Conference, 25-27 March 2010, Hilton Head, USA.

Oliver, R. L. & Desarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Marketing Research, 25(2), 495-507.

Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.

Ortony, A., Clore, G. L., Collins, A. (1988). The Cognitive Structure of Emotions. New York: Cambrigde University Press.

Porath, C., Macinnis, D., Folkes, V. (2010). Witnessing Incivility among Employees: Effects on Consumer Anger and Negative Inferences about Companies. Journal of Consumer Research, v. 37, p. 292-303.

Romani, S., Sadeh, H., Dalli, D. (2009). When the Brand is Bad, I’m Mad! An Exploration of Negative Emotions to Brands. Advances in Consumer Research, v. 36, p. 494-501.

Rusbult, C. E., Verette, J., Whitney, G., Slovik, L., Lipkus, I. (1991) Accommodation Processes in Close Relationships: Theory and Preliminary Research Evidence. Journal of Personality and Social Psychology, v. 60, 53-78.

Solomon, M. R. Consumer Behavior. 3rd ed. Upper Saddle River: Prentice Hall, 2007.

Thompson, R. A. (1994). Emotion regulation: a theme in search of definition. Monographs of the Society for Research in Child Development, 5(2/3), 25-52.

Watson, D., Clarck, L., Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: the PANAS scales. Journal of Personality and Social Psychology, v. 54, n. 6, p. 1063-1070.

Young, R. (2011). The moderating role of transgression type on the relation between dependency, self-criticism, and forgiveness. (Mastering Thesis). Masters of Arts, York University, Canada, p.59.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. The Journal of Consumer Research, v. 12, p. 341-352.