Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention

Authors


Correspondence regarding this article should be sent to: Sukki Yoon, Associate Professor of Marketing, Bryant University, 1150 Douglas Pike, Smithfield, RI 02917, USA (syoon@bryant.edu).

ABSTRACT

Negative consumption experiences adversely influence consumer perceptions of manufacturers and retailers. The author theorizes and finds that analytical thinkers are more likely than holistic thinkers to attribute the cause of the negative consumption experience to the manufacturer, resulting in lower repurchase intention of the manufacturer brand. In contrast, holistic thinkers are more likely than analytical thinkers to attribute the cause of the negative consumption experience to the retailer, resulting in lower repurchase intention at the retailer. These findings are important to marketing managers at both ends of the marketing supply chain—manufacturers and retailers—who deal with consumers with diverse cultural backgrounds.

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