Don't be rude! The effect of content moderation on consumer‐brand forgiveness

Abstract

Abstract While it is a popular belief that venting helps unload frustrations about negative (customer) experiences, its effects on consumers' emotional states and consumer‐brand forgiveness (CBF) remain to be explored. Given that a lot of customer complaints are made online, brands seem ambivalent about managing these public complaints without violating consumers' right to free speech. In two experiments, we find that writing a customer complaint increases negative emotions regarding an incident. Moreover, brands can mitigate this negative effect by asking consumers to moderate their speech—for example, with the help of a content moderation policy. Specifically, if brands impose restrictions on consumers' freedom to express their frustrations, essentially asking them for self‐censorship, anger levels in their language decrease and CBF increases. We demonstrate that this effect is stronger for consumers with strong self‐brand connection.