此研究以跨越學術領域的文獻，包括行銷學、社會心理學、傳播學以及消費者行為研究作為基礎，進一步檢視消費者處於品牌過失情況時的行為反應。具體而言，此研究嘗試整合關於擬人論以及觀點取替的理論框架，在此前提之下全面性地探究消費者回應品牌過失的寬恕行為與因應策略。因此，這項研究的目的在於調查：當消費者擬人化這個過失品牌、並且採取觀點取替時，所展現出來對於該品牌的寬恕行為。再者，這項研究探討不同種類的品牌過失情況下，擬人論及觀點取替兩變因所產生對於消費者寬恕行為的交互作用之邊際條件。第三，此研究致力於探索心理傾向如何主導決策過程中消費者對於觀點取替的應用及其對於消費者寬恕行為的影響。此研究預計以整合領域的研究方法來執行六項消費者行為實驗及問卷調查。研究的結果將對於學術文獻及管理實踐方面提供了重要的意涵。特別是，這項探索性的研究是首次檢視擬人化品牌與觀點取替的心理機制在品牌過失的情形下，如何激勵消費者產生正向因應策略。更重要的是，此研究藉著幫助行銷管理人員了解消費者、近一步透過觀點取替來寬恕過失品牌以及修復消費者品牌關係。 ;Building on the literature across academic disciplines, including marketing, socio-psychology, communication, and consumer behavior, this research takes a step forward to examine the outcomes of brand transgressions. Specifically, the research integrates the theoretical frameworks about anthropomorphism and perspective-taking in judgement making to thoroughly investigate consumers' behaviors, forgiveness in particular, in responses to brand transgressions. The research purposes are to first investigate the extent to which consumers show forgiveness to a transgressing brand when they anthropomorphize the brand and adopt perspective-taking. Second, the research assesses the boundary conditions in which the combinatory effects between anthropomorphism and perspective-taking on consumers' forgiveness are applicable in different types of brand transgressions. Third, this research seeks to discover the psychological dispositions affecting consumers' forgiving responses via perspective-taking in the decision-making process. A total of six experiments and surveys comprehensively probe into the phenomenon of brand transgressions and brand forgiveness in view of consumers' anthropomorphic tendency along with perspective-taking in social cognition. The research findings provide crucial implications to both academic literature and managerial practice. This exploratory research is first of its kind to delineate consumers' exhibition of positive coping behaviors, instead of detrimental reactions, towards anthropomorphized brands in a brand transgression context. Furthermore, this research refines the theoretical understanding of anthropomorphism and consumer-brand relationships by providing insights into how consumers forgive transgressing brands and restore relationships with the brands through perspective-taking.
