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



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