Whose fault is it? Effects of relational self‐views and outcome counterfactuals on self‐serving attribution biases following brand policy changes

Volume: 25, Issue: 3, Pages: 459 - 472
Published: Feb 23, 2015
Abstract
Many consumers view their relationships with brands as part of their identity and this affects how they react to a brand's behavior that negatively impacts them. In assigning responsibility for negative outcomes, individuals often demonstrate a self-serving bias by assigning more responsibility to their partner and less to themselves. In three studies, we demonstrate that this tendency is resisted among consumers holding a strong relational...
Paper Details
Title
Whose fault is it? Effects of relational self‐views and outcome counterfactuals on self‐serving attribution biases following brand policy changes
Published Date
Feb 23, 2015
Volume
25
Issue
3
Pages
459 - 472
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