Outraged Consumers : Getting Even at the Expense of Getting a Good Deal

This paper introduces the concept of desire for consumer vengeance (DCV). 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. A theoretical framework is proposed for understanding variables that influence the extent to which DCV is felt and the conditions under which one acts on such feelings. The results of two experiments are reported

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Year of publication:	2014
Authors:	Bechwati, Nada Nasr ; Morrin, Maureen
Publisher:	[S.l.] : SSRN

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Extent:	1 Online-Ressource (47 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Journal of Consumer Psychology, Vol. 13, No. 4
Other identifiers:	10.2139/ssrn.412320 [DOI]
Classification:	M3 - Marketing and Advertising
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014083103