La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs

Gisèle Passos

in Economics Thesis from University Paris Dauphine from Paris Dauphine University

Abstract: This doctoral research focuses on the phenomenon of dissatisfied consumers revenge on the Internet and the effect of this action on other consumers attitudes. Two qualitative studies and three experiments were performed. The results show that the dissatisfied consumer revenge on the Internet is widely approved and it adversely affects brand attitude. Individuals exposed to a revenge on the Web, show feelings of empathy and admiration for the avenger and his action. The good news for brands is that there are ways to counteract this effect.

Keywords: Internet; Pouvoir du consommateur; Vengeance; Insatisfaction; Attitude à l'égard de la marque; Internet; Consumer empowerment; Revenge; Dissatisfaction; Brand attitude (search for similar items in EconPapers)
JEL-codes: D12 M31 (search for similar items in EconPapers)
Date: 2013 Written 2013
Note: dissertation
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