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Consumers' responses to service failures are influenced not just by company-related issues but also by one's ability to react to stressful situations. The aim of this research is to explore the emotional intelligence of brand haters and transform them into forgivers.

This study used two qualitative methods, namely in-depth semi-structured interviews with a total of 17 participants who have different emotional intelligence levels (high, medium and low) and projective techniques with 6 participants.

This study's results showed that consumers with high and medium emotional intelligence feel less hate toward a brand and are more likely to forgive it, whereas consumers with low emotional intelligence feel more hate toward a brand and are unwilling to forgive it.

To the best of the authors' knowledge, this study is among the first to shed light on the importance of managing hate by consumers. Findings will help managers understand the importance of consumer personality in a management strategy and explain why some consumers forgive brands while others participate in anti-brand activities.