In this study we investigated whether social norms moderate the relationship between anger experienced within the context of a service failure and the intention to take online revenge. A total of...Show moreIn this study we investigated whether social norms moderate the relationship between anger experienced within the context of a service failure and the intention to take online revenge. A total of 143 participants participated in an online survey where they were presented with a scenario describing a service failure, after which either a pro-revenge norm, an anti-revenge norm or no revenge norm (e.g. control condition) was induced. Participants answered several questions regarding their emotions and online revenge intentions. Extending existing literature, results revealed a positive relationship between anger and online consumer revenge. Social revenge norms, however, did not influence the intention to take online revenge, neither did they moderate the relationship between anger and online revenge intention. Possible explanations, strengths and limitations of this study are discussed. Given various limitations, the results should be interpreted with caution. Further research into this topic is advised and various suggestions are proposed.Show less
