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.


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.


Phuong Thao Bui Nguyen, Toulouse 1 Capitole University, France


NA - Advances in Consumer Research Volume 44 | 2016

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