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Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive

Three studies examine an emotion fit effect in the crisis communication, namely, the interaction between emotional frames of guilt and shame and consumer emotions of anger and fear on consumer forgiveness. Guilt-framing communication results in higher forgiveness than shame-framing for angry consume...

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Detalles Bibliográficos
Autores principales: Ran, Yaxuan, Wei, Haiying, Li, Qing
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2016
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5109223/
https://www.ncbi.nlm.nih.gov/pubmed/27895612
http://dx.doi.org/10.3389/fpsyg.2016.01775
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author Ran, Yaxuan
Wei, Haiying
Li, Qing
author_facet Ran, Yaxuan
Wei, Haiying
Li, Qing
author_sort Ran, Yaxuan
collection PubMed
description Three studies examine an emotion fit effect in the crisis communication, namely, the interaction between emotional frames of guilt and shame and consumer emotions of anger and fear on consumer forgiveness. Guilt-framing communication results in higher forgiveness than shame-framing for angry consumers, whereas shame-framing communication results in higher forgiveness than guilt-framing for fearful consumers. These effects are driven by consumers’ accessible regulatory foci associated with anger/fear and guilt/shame. Specifically, feelings of anger activate a promotion focus that is represented by guilt frames, while feelings of fear activate a prevention focus that is enacted by shame frames. Compared with emotion non-fit (i.e., anger to shame and fear to guilt), emotion fit (i.e., anger to guilt and fear to shame) facilitates greater feeling-right and consumer forgiveness. The findings offer novel insights for extant literature on emotion, crisis communication, and regulatory focus theory, as well as practical suggestions regarding the emotional frames.
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spelling pubmed-51092232016-11-28 Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive Ran, Yaxuan Wei, Haiying Li, Qing Front Psychol Psychology Three studies examine an emotion fit effect in the crisis communication, namely, the interaction between emotional frames of guilt and shame and consumer emotions of anger and fear on consumer forgiveness. Guilt-framing communication results in higher forgiveness than shame-framing for angry consumers, whereas shame-framing communication results in higher forgiveness than guilt-framing for fearful consumers. These effects are driven by consumers’ accessible regulatory foci associated with anger/fear and guilt/shame. Specifically, feelings of anger activate a promotion focus that is represented by guilt frames, while feelings of fear activate a prevention focus that is enacted by shame frames. Compared with emotion non-fit (i.e., anger to shame and fear to guilt), emotion fit (i.e., anger to guilt and fear to shame) facilitates greater feeling-right and consumer forgiveness. The findings offer novel insights for extant literature on emotion, crisis communication, and regulatory focus theory, as well as practical suggestions regarding the emotional frames. Frontiers Media S.A. 2016-11-15 /pmc/articles/PMC5109223/ /pubmed/27895612 http://dx.doi.org/10.3389/fpsyg.2016.01775 Text en Copyright © 2016 Ran, Wei and Li. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Ran, Yaxuan
Wei, Haiying
Li, Qing
Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive
title Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive
title_full Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive
title_fullStr Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive
title_full_unstemmed Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive
title_short Forgiveness from Emotion Fit: Emotional Frame, Consumer Emotion, and Feeling-Right in Consumer Decision to Forgive
title_sort forgiveness from emotion fit: emotional frame, consumer emotion, and feeling-right in consumer decision to forgive
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5109223/
https://www.ncbi.nlm.nih.gov/pubmed/27895612
http://dx.doi.org/10.3389/fpsyg.2016.01775
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