The Effects of Time on Customer Revenge and Avoidance: an Examination in Online Public Complaining Contexts

Yany Gregoire, Washington State University, USA
Thomas Tripp, Washington State University, USA
Renaud Legoux, HEC Montreal, Canada
After taking online public actions, do customers forgive firms over time? This research examines the effects of time on customers’ revenge and avoidance (i.e., two key components reflecting a lack of forgiveness) after they have engaged in online public complaining. Overall, our results reveal that time has differentiated effects on revenge versus avoidance. On one hand, customers’ desire for revenge quickly decreases after online actions, whereas their desire for avoidance, on the other hand, gains in strength over time. Our hypotheses are tested with a longitudinal field study, which was performed in collaboration with two established online third-party organizations over a two-month period.
[ to cite ]:
Yany Gregoire, Thomas Tripp, and Renaud Legoux (2009) ,"The Effects of Time on Customer Revenge and Avoidance: an Examination in Online Public Complaining Contexts", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 712-714.