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

Bechwati, Nada Nasr; Morrin, Maureen

doi:10.2139/ssrn.412320

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

Journal of Consumer Psychology, Vol. 13, No. 4

47 Pages Posted: 6 Nov 2003

See all articles by Nada Nasr Bechwati

Nada Nasr Bechwati

Bentley University - Department of Marketing

Maureen Morrin

Temple University - Fox School of Business and Management; Temple University - Department of Marketing and Supply Chain Management

Abstract

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.

Keywords: Vengeance, consumer, dissatisfaction

JEL Classification: M3

Suggested Citation: Suggested Citation

Bechwati, Nada Nasr and Morrin, Maureen, Outraged Consumers: Getting Even at the Expense of Getting a Good Deal. Journal of Consumer Psychology, Vol. 13, No. 4, Available at SSRN: https://ssrn.com/abstract=412320 or http://dx.doi.org/10.2139/ssrn.412320