Events Calendar

How Religion Affects Response to Failure & Recovery by Firm

Friday, November 22, 2019
10:00 am
Biological & Geological Sciences (BGS)
Room: 165
James Hyodo

How does Religion Affect Consumer Response to Failure and Recovery by Firms?

Friday, November 22nd
10:00 am
Biological & Geological Sciences, Rm 165

Jamie Hyodo
Assistant Professor of Marketing, University of Nebraska-Lincoln College of Business

How might religion influence consumer behavior in the marketplace? The present
research proposes that failure and subsequent firm recovery efforts represent a domain that may be particularly sensitive to religion. Specifically, we theorize that religion salience will promote a more positive response to failure, especially when accompanied by recovery. This effect is due to heightened forgiveness, a religious value held by many major world religions, which is triggered by signals of firm repentance. In a series of seven studies, we extend our theorizing to the moderating roles of both religiosity and recovery content (apology/compensation) and provide evidence of generalizability across several major religious affiliations.

Dr. Jamie D. Hyodo is Assistant Professor of Marketing at University of Nebraska-Lincoln College of Business. He earned his Ph.D. from the Smeal College of Business at The Pennsylvania State University in 2016, as well as M.S. from Queen’s University (2011) and B.A from Western University (2008). His research interests include positive affect and emotion, moral psychology, persuasion and consumer-brand relationships (e.g., development, maintenance and recovery).

DAN Department of Management & Organizational Studies
DAN Management
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