How gratitude shapes acceptance of questionable consumer behavior: the mediating role of self-righteousness

Purpose A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated to the decision at hand) can also be powerful drivers of consumer decision-making and could influence responses to firm transgressions. This paper aims to examine the role of incidental gratitude, as compared to incidental pride and a control condition, in shaping the acceptance of questionable consumer behavior toward a transgressing firm and the mediating role of self-righteousness in this regard. Design/methodology/approach Four experimental studies are conducted to examine the effect of gratitude, as compared to pride and a control condition, on the acceptance of questionable consumer behavior against a transgressing firm. Further, this research tests the underlying mechanism and a boundary condition of the predicted effect. Findings The results show that consumers experiencing gratitude, as compared to pride and a control condition, judge a questionable consumer behavior directed against a transgressing firm as less acceptable. These different emotion effects are found to be explained by self-righteousness. The findings also demonstrate that an apology by the firm attenuates the effect of emotions on consumer response toward the transgressing firm. Research limitations/implications The present research contributes to the literature on consumer punishment by identifying the role of incidental emotions in determining self-righteousness and ethical judgments. The research focuses on and contrasts the effects of two specific positive emotions – gratitude and pride. Practical implications This paper offers managerial implications for firms involved in a transgression by highlighting the potential of gratitude. Notably, the findings of this research suggest that gratitude activation via marketing communications may help firms mitigate the negative effects of transgression events. Originality/value The present research provides a novel perspective on when and how positive emotions, such as gratitude and pride, can differentially and systematically influence ethical judgment toward a transgressing firm.