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Consumer revenge behavior: A cross-cultural perspective

Author

Listed:
  • Zourrig, Haithem
  • Chebat, Jean-Charles
  • Toffoli, Roy

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.

Suggested Citation

  • Zourrig, Haithem & Chebat, Jean-Charles & Toffoli, Roy, 2009. "Consumer revenge behavior: A cross-cultural perspective," Journal of Business Research, Elsevier, vol. 62(10), pages 995-1001, October.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:10:p:995-1001
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    References listed on IDEAS

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