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The effects of outward and inward negative emotions on consumers’ desire for revenge and negative word of mouth

Chih Wen-Hai (Department of Business Administration, National Dong Hwa University, Hualien, Taiwan)
Chien-Yun Yuan (Department of Marketing and Logistics Management, Chihlee University of Technology, New Taipei City, Taiwan)
Ming-Te Liu (Department of Business Administration, China University of Technology, Taipei City, Taiwan)
Jiann-Fa Fang (Chunghwa Telecom Co. Ltd, Taipei City, Taiwan)

Online Information Review

ISSN: 1468-4527

Article publication date: 30 November 2018

Issue publication date: 3 September 2019

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979

Abstract

Purpose

All previous research seldom considered the proliferation process from the perspective of consumers or from a negative perspective to examine the desire for revenge and negative word of mouth (WOM) caused by deficiencies in innovative products. The purpose of this paper is to investigate consumers’ subsequent behaviors after they have outward and inward negative emotions such as anger and regret. The objective of this study is to explore the different effects of customers’ anger and regret on desire for revenge and negative WOM.

Design/methodology/approach

This research uses structural equation modeling to analyze 226 samples.

Findings

The results showed that regret has significant and positive effects on desire for revenge and negative WOM but anger has only a significant and positive effect on desire for revenge. Moreover, desire for revenge has a significant and positive effect on negative WOM. In addition, the desire for revenge plays a crucial mediator between anger and negative WOM as well as regret and negative WOM.

Practical implications

Corporations can use tangled emotions among consumers to predict the development of the desire for revenge and immediately implement remedies for deficiencies to prevent consumers from developing the desire for revenge and spreading negative WOM regarding the corporation or product, or engaging in other revenge behaviors. Corporations can easily detect and prevent the path between anger and revenge behaviors simply based on the desire for revenge. In contrast to the outward negative behavior that is anger, regret is implicit and internal.

Originality/value

This study explored two negative emotions of affect (anger and regret) based on affection and conation/action of the tricomponent attitude model and their different effects on consumers’ revenge behaviors such as desire for revenge and negative WOM. The contributions of this research are to clarify the different relationships between outward negative emotion (anger) and desire for revenge/negative WOM as well as inward negative emotion (regret) and desire for revenge/negative WOM.

Keywords

Citation

Wen-Hai, C., Yuan, C.-Y., Liu, M.-T. and Fang, J.-F. (2019), "The effects of outward and inward negative emotions on consumers’ desire for revenge and negative word of mouth", Online Information Review, Vol. 43 No. 5, pp. 818-841. https://doi.org/10.1108/OIR-03-2016-0069

Publisher

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Emerald Publishing Limited

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