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

Editor

Listed:
  • Le Nagard, Emmanuelle

Author

Listed:
  • Passos, Gisèle

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.

Suggested Citation

  • Passos, Gisèle, 2013. "La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/11827 edited by Le Nagard, Emmanuelle.
    • Handle: RePEc:dau:thesis:123456789/11827
    Note: dissertation
    as

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    References listed on IDEAS

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    More about this item

    Keywords

    Internet; Pouvoir du consommateur; Vengeance; Insatisfaction; Attitude à l'égard de la marque; Internet; Consumer empowerment; Revenge; Dissatisfaction; Brand attitude;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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