Document Type
Conference Proceeding
Publication Date
2022
Abstract
Firms take various approaches to mitigate the negative impacts from the misdeeds and repair the damages of the consequences. The current study examines the moderation role of two types of misdeed, business ethics or product performance related, in the relationship between three major crisis remedy strategies and the purchase intentions for both current and potential consumers. The results from 440 participants suggest that a promptness apology is important for current consumers but not for potential consumers. More importantly, the response plan has less impact on the current consumers when a misdeed is business ethics related than product performance related while the correction plan is more important when a misdeed is product performance related compared with business ethics related misdeeds; for the potential consumer, on the contrary, the response plan has less impact when a misdeed is product performance related than business ethics related. These findings have extended the holistic versus analytic thinking literature to the domain of existing and potential consumers in the context of business misdeeds.
Recommended Citation
Huang, Lei, "The Corporate Remedy Strategies for Product-Related and Business Ethical Misdeeds" (2022). Association of Marketing Theory and Practice Proceedings 2022. 59.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/59
