Extending the Argument: A Case Study Exploring How to Decay Consumer Grudges in a Social Media World
Document Type
Article
Publication Date
12-2021
Publication Title
The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Volume
34
Abstract
We study the process involved in diminishing consumer grudges against an industry. Through a qualitative case study of an organization tasked with changing consumer’s negative perceptions and beliefs about the Canadian agriculture industry, we uncover how the process of decaying grudges involves presenting information, creating credibile sources, and building positive affect. Our findings extend Thota and Wright’s (2006) grudgeholding decay framework.
First Page
79
Last Page
102
ISSN
0899-8620
Recommended Citation
Onnolee Nordstrom and Laura Egan. "Extending the Argument: A Case Study Exploring How to Decay Consumer Grudges in a Social Media World" (2021). Librarian Publications. 20.
https://commons.und.edu/cfl-lp/20