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Based on Allport's (1954) and Sumner's (1906) paradigm of "In-Group Love and Outgroup Hate", this research posits that an interpersonal conflict is more likely to be pursued when allocentric customers are faced with a transgressing firm from an outgroup, leading to a confrontational response such as revenge. However, if the offender is from an in-group, the allocentrism trait tends to weigh against the pursuit of any conflict and therefore may increase the tendency of forgiveness or at least avoidance.
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