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Seeking Relief from Negative Emotions: Customer Revenge as a Self-Control Conflict

机译:寻求消极情绪的救济:客户报复作为自我控制冲突

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Customer revenge encompasses a number of harmful actions available to customers to punish the firm which may be direct (i.e. aggression and vindictive complaining) or indirect (i.e. negative word-of-mouth and third-party complaining). Past research has suggested that customer revenge can be undertaken in the service of emotion regulation goals. Catharsis theory holds that individuals achieve emotional cleansing when they externalize their emotions by engaging in revengeful behaviors. Individuals may have internalized beliefs about the cathartic properties of revenge and engage in the various customer revengeful behaviors because they expect to ameliorate their negative emotions (Hypothesis 1). Rather than a single goal, individuals usually simultaneously hold multiple conflicting goals. Customer revenge poses a self-control dilemma between emotion regulation goals (the desire to immediately seek emotional relief) and self-control goals (the desire to restrain aggressive impulses). Consequently, accessibility of these two goals will differentially impact consumer revenge (Hypothesis 2).
机译:客户报复包含一些可供客户惩罚的有害行动,以惩罚可能是直接的(即侵略和报复性抱怨)或间接(即负面词汇和第三方抱怨)。过去的研究表明,客户报复可以在情感规则目标的服务中进行。当他们通过从事复仇的行为来使个人造成情绪清洁的宣泄理论是达到情绪清洁。个人可能对复仇的泻药属性有内化的信念,并从事各种客户的复仇行为,因为他们期望改善他们的负面情绪(假设1)。个人通常同时保持多种冲突的目标而不是单一的目标。客户复仇在情感规则目标(立即寻求情绪浮雕的愿望)和自我控制目标(抑制侵略性冲动的愿望)之间构成了自我控制的困境。因此,这两个目标的可访问性将差异地影响消费者复仇(假设2)。

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