Consumer Victimization: a Psychological Contracts Perspective

Consumer victimization occurs when firms exploit their consumers. Psychological contract model explains how victimization develops. Experimental data show that consumers’ perceptions of psychological breach lead to higher perceptions of psychological contract violation that, in turn, leads to higher incidences of consumer retaliatory behavior (i.e., switching, direct and third-party complaining).


Hyokjin Kwak, Anupam Jaju, and Marina Puzakova (2011) ,"Consumer Victimization: a Psychological Contracts Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Hyokjin Kwak, Drexel University, USA
Anupam Jaju, George Mason University, USA
Marina Puzakova, Drexel University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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