Outraged consumers: Getting even at the expense of getting a good deal

This article introduces the concept of desire for consumer vengeance. Desire for consumer vengeance (DCV) is conceptualized as the desire of a decision maker to "get even" with an entity, such as a firm, in response to a perceived wrongdoing. Drawing on research is psychology and organization behavior, a theoretical framework is proposed for understanding variables that influence the extent to which the DCV is felt and the conditions under which one acts on such feelings. The results of 2 experiments show that, given sufficient desire for vengeance, some consumers will choose a suboptimal decision outcome to get even with a firm. We also find that it is the interpersonal factors of the redress experience, rather than its tangible outcomes, that drive consumers to exact revenge on firms after a dissatisfying experience.