Consumer revenge behavior: A cross-cultural perspective

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 studyʹs 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.