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 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.