Consumer revenge behavior: A cross-cultural perspective

Haithem Zourrig, Jean-Charles Chebat and Roy Toffoli

Journal of Business Research, 2009, vol. 62, issue 10, 995-1001

Abstract: 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.

Keywords: Service; failure; Consumer; revenge; Avoidance; behavior; Idiocentrism; Allocentrism; Coping; behavior (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (27)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:10:p:995-1001

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