Businesses Beware
研究发现，企业的不当行为会引发消费者不道德的报复行为，且这种报复不仅针对犯错企业，还会波及无辜的市场主体，揭示了愤怒和正当化在其中扮演的不同角色。
Consumers feeling wronged in the marketplace can respond in a variety of ways both morally appropriate and morally inappropriate. We focus on specific circumstances under which company wrongdoing increases the likelihood for consumers to respond with immoral retaliatory behavior. Importantly, we demonstrate that such immoral retaliation is not directed solely toward the guilty party but may also spill over to guiltless marketplace entities. This research highlights the underlying processes for immoral retaliation against a guilty versus a guiltless company, demonstrating the varying roles of anger and justification as well as assessing the overall effectiveness of such vengeance in offsetting further retaliation. Our findings inform important aspects of effective service recovery by shedding light on the destructive potential of consumer perceptions of immorality of any one company’s actions and by providing recommendations for managing the associated risk factors.