Consumer Forgiveness

List of survey questions or questionnaire items that could be used to measure consumer forgiveness:

• How likely are you to forgive the brand?
• How likely are you to pardon the brand?

(1 = not at all likely, 7 = very likely)

Source: Sinha, J., & Lu, F. C. (2016). “I” value justice, but “we” value relationships: Self-construal effects on post-transgression consumer forgiveness. Journal of Consumer Psychology, 26(2), 265-274.