Exploring and Responding to Consumer Outrage, Failure, and Incivility
The aim of this session is to provide insight into how brands should respond when consumers act uncivil, express highly public outrage toward a brand, or are themselves the cause of a service failure. In doing so, this session also explores the underlying motivations and consequences of these behaviors.
Citation:
Jeffrey Rotman, Virginia Weber, Americus Reed, Andrew Perkins, Yany Gregoire, Mathieu Béal, Lisa McQuilken, Nichola Robertson, and Allison Ringer (2021) ,"Exploring and Responding to Consumer Outrage, Failure, and Incivility", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 786-790.
Authors
Jeffrey Rotman, Deakin Business School
Virginia Weber, Deakin University
Americus Reed, University of Pennsylvania
Andrew Perkins, Washington State University
Yany Gregoire, HEC Montreal
Mathieu Béal, Grenoble Ecole de Management
Lisa McQuilken, Deakin Business School
Nichola Robertson, Deakin Business School
Allison Ringer, Deakin Business School
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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