Why Customers Get Even? the Predicting Role of Vengeful Customer’S Negative Emotions
This research clarifies two categories of negative emotions that vengeful customers can feel: one of which targets the firm and the other targets the final user of the defective product. The proposed typology highlights different roles of a vengeful customer (victim vs. guilty party) which will predict his revenge action.
Citation:
Phuong Thao Bui Nguyen (2016) ,"Why Customers Get Even? the Predicting Role of Vengeful Customer’S Negative Emotions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 722-722.
Authors
Phuong Thao Bui Nguyen, Toulouse 1 Capitole University, France
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews
Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA
Featured
P12. Disclosure of Project Risk in Crowdfunding
Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China
Featured
Q5. Conceptualizing the Digital Experience in Luxury
Wided Batat, American University Beirut