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

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.



Citation:

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.

Authors

Yany Gregoire, Washington State University, USA
Thomas Tripp, Washington State University, USA
Renaud Legoux, HEC Montreal, Canada



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior

Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

The psychological impact of annuities: Can pension payout choice influence health behavior?

Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA

Read More

Featured

Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.