Antonetti, P, Crisafulli, B and Katsikeas, CS orcid.org/0000-0002-8748-6829 (2020) Does it really hurt? Making sense of varieties of anger. Psychology and Marketing, 37 (11). pp. 1465-1483. ISSN 0742-6046
Abstract
While research has shown that consumer anger causes a range of negative consequences, the conceptualization and measurement of this emotion remain inconsistent. Some studies link anger to consumer revenge motivated by a desire to hurt the company, while others associate anger with a desire to cooperate with the company. This inconsistency is caused by the fact that anger is a broad label used to refer to almost any brand failure. We argue that, rather than considering anger as a single construct, scholars should distinguish between a supportive facet of anger, which comprises feelings of annoyance, frustration and other mild negative feelings, and a vindictive facet of anger, which comprises feelings of intense anger, rage, and outrage. These two facets of anger reconcile divergent arguments presented in past research. Research benefits from moving beyond the generic label of anger to consider supportive and vindictive facets of anger that influence consumers' reactions under different circumstances. Only vindictive anger prompts consumers to take revenge and punish the company for unfair treatment. Supportive anger triggers instead a desire to solve the problem by cooperating with the company. This study presents important managerial implications for assessing and managing feelings of anger following brand failures.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020 Wiley Periodicals LLC.This is the post-peer reviewed version of the following article: Antonetti, P, Crisafulli, B and Katsikeas, CS (2020) Does it really hurt? Making sense of varieties of anger. Psychology and Marketing, 37 (11). pp. 1465-1483. ISSN 0742-6046, which has been published in final form at https://doi.org/10.1002/mar.21392 This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. |
Keywords: | Anger; frustration; problem-solving complaining; rage; supportive anger; vindictive anger; vindictive complaining |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 21 Aug 2020 12:30 |
Last Modified: | 31 Jul 2022 00:13 |
Status: | Published |
Publisher: | Wiley-Blackwell |
Identification Number: | 10.1002/mar.21392 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:164715 |