Self-diminishing effects of awe on consumer forgiveness in service encounters

Previous studies address consumers' emotions as an endogenous consequence of the service experience and assume that consumers base their decisions to forgive on the service situation's features; however, they rarely mention the role of the emotions that people might be experiencing, for reasons unrelated to the service failure itself. The current study thus considers a foundational but rarely examined human experience in business settings, awe, as well as its prosocial effect in service encounters. Incidental awe might alleviate the negative impacts of a service failure and enhance consumer forgiveness, through self-diminishment processes. Using four scenario-based experiments, referring to four types of service failures (outcome, process, controllable, and uncontrollable failures), this study tests for the positive effect of awe on consumers' inclination to forgive service failures and the mediating role of the small self in this effect. The present research thus enriches understanding of consumer forgiveness due to incidental emotions, which offers marketers some insights into how they might leverage methods that affect consumers' incidental emotions to encourage consumer forgiveness in service failures.