Abstract：By integrating the concepts of crisis response, framing effect, regulatory focus, trust and forgiveness etc., this study proposes a conceptual framework examining the impact of regulatory fit on consumer forgiveness under ambiguous product harm crises. Laboratory experiment was conducted in this study. Three experimental studies were conducted under two imaginary scenarios (beverage and automobile) of fictitious product harm crises. The results of SEM, regression analysis and ANOVA etc. indicate that proactive corporate response positively affects forgiveness. And the positive impact of regulatory fit on trust and forgiveness is statistically significant. Regulatory focus moderates the relationship between types of message presentation of crisis response and trust, forgiveness. Trust positively affects forgiveness and also mediates the impact of regulatory fit on forgiveness partially.
2015, Vol. 12 
