The Boundary Role of the Type of Revenge Behaviors: Longitudinal and Experimental Approaches

Fateme Ghadami, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Sandra Laporte, HEC Montreal, Canada
Denis Larocque, HEC Montreal, Canada
Sylvain Sénécal, HEC Montreal, Canada
By studying the boundary role of revenge behaviors, we show that engaging in direct revenge behaviors quenches customers’ desire for revenge. However, engaging in indirect revenge behaviors sustain customers’ desire for revenge. We also show that not engaging in revenge behaviors is as effective as engaging in direct revenge behaviors.
[ to cite ]:
Fateme Ghadami, Yany Grégoire, Sandra Laporte, Denis Larocque, and Sylvain Sénécal (2014) ,"The Boundary Role of the Type of Revenge Behaviors: Longitudinal and Experimental Approaches", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 490-491.