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Outraged Consumers: Getting Even at the Expense of Getting a Good Deal
Author(s) -
Bechwati Nada Nasr,
Morrin Maureen
Publication year - 2003
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1304_11
Subject(s) - wrongdoing , redress , feeling , interpersonal communication , outcome (game theory) , psychology , social psychology , decision maker , object (grammar) , microeconomics , economics , law , political science , linguistics , philosophy , management science
This article introduces the concept of desire for consumer vengeance. Desire for consumer vengeance (DCV) is conceptualized as the desire of a decision maker to “get even” with an entity, such as a firm, in response to a perceived wrongdoing. Drawing on research in psychology and organization behavior, a theoretical framework is proposed for understanding variables that influence the extent to which the DCV is felt and the conditions under which one acts on such feelings. The results of 2 experiments show that, given sufficient desire for vengeance, some consumers will choose a suboptimal decision outcome to get even with a firm. We also find that it is the interpersonal factors of the redress experience, rather than its tangible outcomes, that drive consumers to exact revenge on firms after a dissatisfying experience.