Table 5

Consumers’ immediate coping responses following an online brand transgression

Coping strategy*Sub-themeCharacteristics of coping response
OnlineOfflineNo specific focusMomentary brand
relationship impact
Action copingGathering or verifying informationx  Constructive
Engaging in communicationx  Constructive
Restarting the applicationx  Constructive
Reorderingx  Constructive
Unsubscribing or unfollowingx  Detrimental
Deleting e-mailsx  Detrimental
E-Retailer switchingx  Detrimental
Brand switching (product, digital product)x  Detrimental
Fast (return) handlingx  Neutral
Rational thinkingRefocussing on shopping goal  xConstructive
Self-reflection  xDetrimental
Accepting the situation  xNeutral
Emotional support seekingTexting a friend (complaining)x  Detrimental
Talking to friends or family (complaining) x Detrimental
Instrumental support seekingAsking a professional for advice x Detrimental
Positive thinkingPositive self-talk to continue the purchase processx xConstructive
AvoidanceSearch for general distraction  xNeutral
Repression of issue  xNeutral
Continued scrolling in social media feedx  Neutral
Closed browser windowxx Neutral
Put phone away x Neutral
Emotional ventingShake head x Neutral
Letting feelings out x Neutral
DenialContinue scrolling through the online shopx  Constructive

Notes(s): *Coping strategies based on Duhachek (2005) 

Source(s): Authors’ own work
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