The Mechanisms of Punishment on Consumer’s Forgiveness and Trust Repair: An Integrated Causal Attribution Model of Trust Repair

  • Shih Chuan-Feng
  • Huang Heng-Chiang
  • Lee Han
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The model presented here could help us to understand consumers’ forgiveness tendency and cognitive reactions to subsequent penalty imposed on unethical corporation after trust transgressions. By analyzing and extending multiple theories and models, perspectives from social cognition and attribution, we created a completely integrated model that described consumer’s trust-recovery mechanism after trust transgressions. The model could be reasonable to explain many quite different consumers’ status of forgiveness and trust repair to trust violation in unethical corporation context. It also provides preliminary knowledge and builds foundation for future empirical research.


Attributed theory Responsibility Punishment Forgiveness Trust repair 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.National Taiwan UniversityTaipei CityTaiwan

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