The Art of Breaking Up

Past research has tended to focus on why consumers break up with their service provider, but not on how they break up. More specifically, research has not investigated the strategies that consumers have used and considered using to action their break up. Using phenomenology, we set out to explore how consumers contemplate and/or action their exit with a service provider. Based on the emerging themes within the findings, we develop a model of emotional conflict, the extent to which influences whether the strategies used by the consumer in the break up process are simple or complex in nature.


Christina Ioannou, Jeaney Yip, and Natalina Zlatevska (2005) ,"The Art of Breaking Up", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 416-417.


Christina Ioannou, University of Sydney
Jeaney Yip, University of Sydney
Natalina Zlatevska, University of Sydney


E - European Advances in Consumer Research Volume 7 | 2005

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