Zourrig, Haithem; Chebat, Jean-Charles; Toffoli, Roy - In: Journal of Business Research 62 (2009) 10, pp. 995-1001
This article proposes a conceptual model of consumer revenge behavior. Drawing on the cognitive appraisal theory, the authors address revenge as a coping process and investigate the influence of cultural values along the process. The article reviews existing models on revenge behavior and adapts...