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• W2902687316 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." @default.
• W2902687316 created "2018-12-11" @default.
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• W2902687316 creator A5085362125 @default.
• W2902687316 creator A5086366519 @default.
• W2902687316 date "2019-09-09" @default.
• W2902687316 modified "2023-10-17" @default.
• W2902687316 title "The effects of outward and inward negative emotions on consumers’ desire for revenge and negative word of mouth" @default.
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• W2902687316 doi "https://doi.org/10.1108/oir-03-2016-0069" @default.
• W2902687316 hasPublicationYear "2019" @default.
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