How violation of consumers’ expectations causes perceived betrayal and related behaviors: Theoretical perspectives from expectancy violation theory

Expectancy violation theory was used as a theoretical foundation to predict the influence of brands' norms violation, expectation violation, and moral violation in developing luxury brands' consumers' betrayals. We examined the perceived influence of betrayal on consumers' behaviors, such as vindictive complaining and retaliatory behavior. The present framework also checked the boundary effects of post-purchase regret on the impact of perceived betrayal on vindictive complaining and retaliatory behavior. Data was collected from 378 luxury brand consumers using a web-administered questionnaire. We applied PLS-SEM using SmartPLS 4.0. To analyze the data. Our results revealed that predictors, i.e., norm violation, expectation violation, and moral violation, positively develop consumers' perceived betrayal. Perceived betrayal significantly triggers vindictive complaining and retaliatory behavior. This research found that moderating effects of post-purchase regret strengthen the association between consumers’ betrayal and behavioral outcomes. We enrich our understanding of betrayal and consumer psychology, identifying how positive outcomes cause negative emotions in consumer behavioral responses and offering strategies for managers of luxury brands. We also acknowledge shortcomings and highlight future avenues for research.