查看文章

In relationships, most partners eventually behave badly. Over the course of a relationship one or the other partner will at one point in time engage in such potentially destructive acts as yelling at a partner or being thoughtless in some way (Rusbult et al. 1991). Such potentially destructive acts violate the implicit or explicit rules guiding relationship evaluation and performance and are referred to generally as transgressions (Metts 1994). Relational transgressions of course occur not only in personal relationships but also in relationships between consumers and brands (Aaker, Fournier, and Brasel 2004). With increasing durations of relationships and increasing frequencies of interaction, the likelihood of transgressions grows (Grayson and Ambler 1999). Even though transgressions are inherent parts of consumer relationships, partners seem to adopt a “no transgression scenario” as their reference point (Aaker …