Although prior research acknowledges the significant role of emotions in response to corporate social irresponsibility (CSI), such research typically examines emotions as mediators that explain how consumers respond to CSI. The present research tests a novel perspective by examining how the expression of anger (vs. sadness) in a company’s apology can influence consumer responses following CSI. Across two experimental studies in different CSI contexts, this research demonstrates that a company’s expression of anger (vs. sadness) enhances consumers’ perceived competence of the company, leading to higher purchase intentions. Furthermore, consumers’ mindset acts as a boundary condition such that the effect is attenuated among consumers with a growth (but not fixed) mindset. Thus, the findings of these studies have important theoretical and practical implications for the CSI literature.
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