Consumer revenge behavior: A cross-cultural perspective

This article proposes a conceptual model of consumer revenge behavior. Drawing on the cognitive appraisal theory, the authors address revenge as a coping process and investigate the influence of cultural values along the process. The article reviews existing models on revenge behavior and adapts the...

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Bibliographic Details
Published in:Journal of business research 2009-10, Vol.62 (10), p.995-1001
Main Authors: Zourrig, Haithem, Chebat, Jean-Charles, Toffoli, Roy
Format: Article
Language:English
Subjects:
Allocentrism
Avoidance behavior
Behavioural psychology
Cognitive models
Consumer behavior
Consumer revenge
Consumers
Coping behavior
Cross cultural studies
Cross-cultural analysis
Cultural differences
Cultural values
Emotions
Idiocentrism
Individuals
Motivation
Revenge
Service failure
Service failure Consumer revenge Avoidance behavior Idiocentrism Allocentrism Coping behavior
Survival strategy
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Summary:This article proposes a conceptual model of consumer revenge behavior. Drawing on the cognitive appraisal theory, the authors address revenge as a coping process and investigate the influence of cultural values along the process. The article reviews existing models on revenge behavior and adapts the Lazarus cognitive–emotive model of coping to the revenge context. In an attempt to extend revenge to other cultures, the paper relates the cognitive, emotional and motivational patterns with individual-level differences in cultural values. More specifically, the study's model incorporates consumer allocentrism and idiocentrism tendencies as a moderator. The manuscript emphasizes psychological mechanisms as well as coping strategies throughout the main body of the discussion. The article concludes with salient issues for future research.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2008.08.006