Existing consumer behavior theories suggest that consumers tend to recognize, better comprehend, and respond favorably to information that is both relevant and consistent with their beliefs and values. This study extends these theories by employing cultural arguments and pictures to examine the...

This article investigates the influence of emotion and culture on intentions to proceed with third party action following a service failure. Negative emotions are broken into two distinct components, those inwardly felt versus those outwardly visible. Consistent with Appraisal Theory, results...

Based on Allport (1954) paradigm of “in-group love and out-group hate”, this research posits that interpersonal conflicts are more likely to be pursued when allocentric customers are faced with an out-group service employee, leading to a confrontational response such as revenge. However, if...