Ward, James C.; Ostrom, Amy L. - In: Journal of Consumer Research 33 (2006) 2, pp. 220-230
Consumers who once might have voiced their dissatisfaction with a firm to a few friends and acquaintances are now constructing Web sites to tell the world about their dissatisfaction. Protest-framing theory reveals the interlocking rhetorical tactics (injustice, identity, and agency framing)...