What Irritates Consumers? An Empirical Examination of the Antecedents and Consequences of Consumer Irritation

This dissertation develops a model of consumer irritation in the context of consumer decision-making. Thus, the purpose is to describe and empirically test a model of the antecedents and consequences of consumer irritation. The model incorporates antecedents, moderators and consequences of irritation. It is suggested that irritation in consumers has a direct as well as an indirect influence, through retention of irritation in consumers, on the outcome variables such as attitude towards the advertised brand, and intentions to engage in negative word of mouth (NWOM) behavior.The central aim of this dissertation is to extend our understanding of the irritation construct beyond the earlier studies. In this regard, this dissertation makes several contributions in developing our understanding of consumer irritation in the context of consumer decision-making. First, the dissertation proposes a model of consumer irritation and identifies information characteristics used in marketing communication as antecedents of consumer irritation and the rationale behind the elicitation of irritation in consumers upon exposure to such information. Specifically, it is posited that information relevancy influences consumer irritation and that this effect is moderated by information expectancy. Second, the dissertation posits that consumers need to evaluate will moderate their responses to information that varies in expectancy and relevancy. Third, the dissertation examines whether irritation mediates the effects of information expectancy and relevancy on consumers attitudes toward the brand and intentions to engage in NWOM behavior. Finally, it examines how retention of irritation and information (after short and long delays) in consumers mediates the effect of incongruent information on consumers attitude towards the advertised brand and intentions to engage in NWOM behavior. Thus, the model posits that irritation has a direct effect on the outcome variables of consumer attitudes and intentions to engage in NWOM behavior and that this effect is mediated through consumers retention of their irritation.