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

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