The more I err, the less I pay

Etayankara Muralidharan (School of Business, MacEwan University, Edmonton, Canada)
Hari Bapuji (Department of Management and Marketing, Faculty of Business and Economics, The University of Melbourne, Carlton, Australia)
Manpreet Hora (Operations Management, Scheller College of Business, Georgia Institute of Technology, Atlanta, Georgia, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 13 May 2019



This study aims to investigate the effects of firm characteristics and crisis characteristics on remedies offered to consumers by firms in the event of a product recall crisis.


Published data on 868 product recalls in the US toy industry from 1988 to 2011 have been used to investigate the effects of firm experience in product recalls, type of firm (company versus intermediary) and product recall severity in predicting remedies offered to consumers in the event of a product recall.


The findings show that firm recall experience, firm type and recall severity are negatively associated with recall remedies offered. Specifically, firms offer lower remedies if they have higher recall experience, if they are upstream firms in the supply chain (farther from consumers) and if the recall is more severe.

Research limitations/implications

This study focuses on the toy industry and does not consider product complexity, firm reputation and the role of external regulatory agencies in the prediction of remedies offered by firms. Future research may extend this study to include the above factors.

Practical implications

Offering a high remedy to consumers of a recalled product may be a responsible decision by a firm, but it may also attract shareholder wrath. The study has implications for managing multiple goals in product recall crisis management.


Studies focused on issues of interest to consumers during a recall crisis, such as swift recalls and appropriate remedies, are limited. This study contributes to the understanding of the antecedents of recall remedies.



Muralidharan, E., Bapuji, H. and Hora, M. (2019), "The more I err, the less I pay", European Journal of Marketing, Vol. 53 No. 5, pp. 916-943.

Download as .RIS



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.