Extending the Argument: A Case Study Exploring How to Decay Consumer Grudges in a Social Media World


  • Onnolee Nordstrom North Dakota State University
  • Laura Egan University of North Dakota


We study the process involved in diminishing consumer grudges against an industry. Through a qualitative case study of an organization tasked with changing consumer’s negative perceptions and beliefs about the Canadian agriculture industry, we uncover how the process of decaying grudges involves presenting information, creating credibile sources, and building positive affect. Our findings extend Thota and Wright’s (2006) grudgeholding decay framework.


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