Feeling Justified to Be a Jerk: Consumers Are More Likely to Complain For Someone Else Than For Themselves

Consumers’ participation in behaviors that lead to negative social perceptions increases when they are engaging in the behavior on behalf of another person. The present research is focused in the realm of customer complaints and nagging.


Patrick Matthew Healey, Cynthia Cryder, and Sydney Scott (2020) ,"Feeling Justified to Be a Jerk: Consumers Are More Likely to Complain For Someone Else Than For Themselves", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1213-1213.


Patrick Matthew Healey, Washington University, USA
Cynthia Cryder, Washington University, USA
Sydney Scott, Washington University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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