服务补救一直是消费者行为研究中的热点话题，商家在与消费者接触的过程中时常有所疏漏。当服务失败发生时，取得消费者的宽恕对企业与消费者关系的重建与长远发展起着至关重要的作用，是企业服务补救的重要目标。感官作为消费者与商家交互过程中获取信息的重要媒介，能够对消费者对于商家的评价和态度产生影响，在营销实践中，最常见的就是商家的甜食策略。为减轻消费者的负面情绪或行为，提高消费者对商家的好感，许多商家的等位区、结账区常备有糖果和饮料等甜食供消费者享用。本文试图从一个新颖的角度切入，探究甜食的摄入对于消费者宽恕的影响及其背后的原因。一方面，甜食能为消费者带来愉悦的甜味体验，甜味与人类思维中的积极性之间存在密切的联系；另一方面，甜食中的糖是人体生命活动的重要供能物质，可以补充自我控制力量，让人们更好地控制情绪和怒火。甜食中甜味的感官作用和糖的生理作用都可能是背后的原因。日常饮食中的甜食大多含有糖，随着健康意识的提升，越来越多的消费者开始控制对糖的摄入，而同样能够带来甜味且无热量负担的代糖逐步受到消费者的喜爱。本文通过糖与代糖的对比，探索甜食摄入影响消费者宽恕意愿的原因。本研究包含三个实验。实验一通过问卷调查被试的甜食摄入情况，发现摄入更多甜食的消费者在服务失败时表现出更高的宽恕意愿，结果表明，甜食摄入与消费者宽恕意愿呈显著正相关。实验二与实验三在实验室中进行，通过让被试分别饮用含糖饮料、代糖饮料和水实现自变量的操纵，然后经历模拟的服务失败场景并评价宽恕意愿。实验二结果显示，饮用含糖饮料、代糖饮料的被试均表现出比控制组（水）更高的消费者宽恕意愿，说明甜味食物的摄入正向影响消费者宽恕意愿，同时体现出糖和代糖带来的甜味能够增强消费者宽恕意愿。实验三在实验二的基础上加入自我损耗任务，结果显示，与水相比，饮用含糖饮料的被试表现出更高的消费者宽恕意愿，而饮用代糖饮料后的消费者宽恕意愿与含糖饮料、水皆无显著差异。在自我损耗条件下，甜味虽然能起到一定作用，但是对消费者宽恕无显著影响，而糖能够带来显著差异。这说明，糖对自控力量的补充能够增强消费者宽恕意愿。本研究在已有研究的基础上，通过问卷调查和实验室实验相结合的方法，揭示了甜食摄入对消费者宽恕意愿的影响及其背后原因，一定程度上丰富了服务补救和感官营销领域的研究，也为商家的营销实践提供了切实可行的建议。

Service recovery has always been a hot topic in consumer behavior research, and service failures often occur. At this time, obtaining the forgiveness of consumers plays a vital role in reconstruction and long-term development of the relationship between enterprises and consumers, which is an important goal of service recovery. As a critical medium to obtain information during the interaction between consumers and enterprises, senses can have an impact on consumers' evaluation and attitude toward enterprises. The most commonly used in marketing practice is the sweets strategy. In order to alleviate consumers’ negative emotions and behaviors, and to improve consumers' favorable impression, many enterprises often have sweets such as candy and beverages available for consumers to enjoy in their waiting and checkout areas. This paper attempts to explore the impact of sweet food intake on consumer forgiveness and the reasons behind it from a novel perspective. On the one hand, sweet food can bring consumers a pleasant sweet taste, and there is a strong connection between sweet taste and positivity in human thinking. On the other hand, sugar in the sweet food is an important energy supplementation for human life activities, which can provide the self-control strength and allow people to better control their emotions and anger. Both the sensory impacts of sweet taste in sweet food and the physiological impacts of sugar may be the reasons behind the above phenomenon. Most sweets in the daily diet contain sugar. With the improvement of health awareness, more and more consumers begin to control their intake of sugar. And sugar substitutes that can also bring sweetness and no calorie burden are gradually loved by consumers. This paper explores the reasons for the impact of sweet food intake on consumers’ forgiveness by comparing sugar with sugar substitutes. This study is consisted of three experiments. Experiment 1 investigates the subjects' sweet intake through survey and finds that the subjects who consume more sweets perform higher forgiveness intentions in the case of service failure. The results indicates that sweet intake is significantly positively associated with the consumer forgiveness. Experiment 2 and 3 are conducted in the laboratory, where the subjects are requested to consume sugar beverages, sugar substitute beverages, and water, respectively, to achieve manipulation of the independent variables. The subjects also experience service failure and then the consumer forgiveness are evaluated. The results of Experiment 2 show that the subjects who consume sugar beverages and sugar substitutes beverages all perform higher forgiveness intentions than the control group, indicating that the intake of sweet foods positively affects the consumer forgiveness intentions. It also shows that the sweet taste from sugar and sugar substitutes can enhance consumers forgiveness intentions. Based on Experiment 2, the depleting task is added to Experiment 3. The results show that the subjects who consume sugar beverages perform higher consumer forgiveness compared to those consuming water, while the forgiveness intentions of consumers who drink sugar substituted beverages are not significantly different from those drinking either sugar beverages or water. In the condition of ego depletion, the sweet taste of sugar substitutes can work on a certain extent, but has no significant impact on consumer forgiveness, whereas the sugar can make a significant difference. This indicates that the supplementation of sugar to the self-control strength can enhance consumers forgiveness. Based on the existing researches, this study reveals the impact of sweet food intake on consumers forgiveness and the reasons behind it through a combination of survey and laboratory experiments. This paper enriches the research in the field of service recovery and sensory marketing to some extent, and also provides feasible suggestions for enterprises' marketing practices.