Consumers’ immediate coping responses following an online brand transgression
| Coping strategy* | Sub-theme | Characteristics of coping response | |||
|---|---|---|---|---|---|
| Online | Offline | No specific focus | Momentary brand relationship impact | ||
| Action coping | Gathering or verifying information | x | Constructive | ||
| Engaging in communication | x | Constructive | |||
| Restarting the application | x | Constructive | |||
| Reordering | x | Constructive | |||
| Unsubscribing or unfollowing | x | Detrimental | |||
| Deleting e-mails | x | Detrimental | |||
| E-Retailer switching | x | Detrimental | |||
| Brand switching (product, digital product) | x | Detrimental | |||
| Fast (return) handling | x | Neutral | |||
| Rational thinking | Refocussing on shopping goal | x | Constructive | ||
| Self-reflection | x | Detrimental | |||
| Accepting the situation | x | Neutral | |||
| Emotional support seeking | Texting a friend (complaining) | x | Detrimental | ||
| Talking to friends or family (complaining) | x | Detrimental | |||
| Instrumental support seeking | Asking a professional for advice | x | Detrimental | ||
| Positive thinking | Positive self-talk to continue the purchase process | x | x | Constructive | |
| Avoidance | Search for general distraction | x | Neutral | ||
| Repression of issue | x | Neutral | |||
| Continued scrolling in social media feed | x | Neutral | |||
| Closed browser window | x | x | Neutral | ||
| Put phone away | x | Neutral | |||
| Emotional venting | Shake head | x | Neutral | ||
| Letting feelings out | x | Neutral | |||
| Denial | Continue scrolling through the online shop | x | Constructive | ||
| Coping strategy* | Sub-theme | Characteristics of coping response | |||
|---|---|---|---|---|---|
| Online | Offline | No specific focus | Momentary brand | ||
| Gathering or verifying information | x | Constructive | |||
| Engaging in communication | x | Constructive | |||
| Restarting the application | x | Constructive | |||
| Reordering | x | Constructive | |||
| Unsubscribing or unfollowing | x | Detrimental | |||
| Deleting e-mails | x | Detrimental | |||
| E-Retailer switching | x | Detrimental | |||
| Brand switching (product, digital product) | x | Detrimental | |||
| Fast (return) handling | x | Neutral | |||
| Refocussing on shopping goal | x | Constructive | |||
| Self-reflection | x | Detrimental | |||
| Accepting the situation | x | Neutral | |||
| Texting a friend (complaining) | x | Detrimental | |||
| Talking to friends or family (complaining) | x | Detrimental | |||
| Asking a professional for advice | x | Detrimental | |||
| Positive self-talk to continue the purchase process | x | x | Constructive | ||
| Search for general distraction | x | Neutral | |||
| Repression of issue | x | Neutral | |||
| Continued scrolling in social media feed | x | Neutral | |||
| Closed browser window | x | x | Neutral | ||
| Put phone away | x | Neutral | |||
| Shake head | x | Neutral | |||
| Letting feelings out | x | Neutral | |||
| Continue scrolling through the online shop | x | Constructive | |||
Notes(s): *Coping strategies based on Duhachek (2005)
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