A Model of Consumer Anger

Abstract

This research focuses on consumer anger and its ability to drive consumers to suspend or alter their purchase patterns as well as engage in negative behaviors. Attribution theory provides the framework for the study. An online survey of consumers was conducted. The results of the structural equation model revealed that both the psychological contract and the attribution dimensions were significant in the development of consumer anger. In addition, consumer anger and the psychological contract were directly related to consumer decisions regarding future usage. Consumer anger was also directly related to consumer decisions to participate in negative behaviors. Based on the study findings, implications and future research directions are discussed