Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled

Didem Gamze Isiksal; Elif Karaosmanoglu

doi:10.1007/978-3-030-02568-7_218

Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled

Didem Gamze Isiksal^*, Elif Karaosmanoglu

^*Corresponding author for this work

Department of Management Engineering

Istanbul Technical University

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Do negative emotions always have negative outcomes for brands? May feeling of being fooled turn into a sympathy toward the brand? This study aims to investigate the relationship between consumers’ feelings of being fooled and their tendency to get revenge by cheating the brand (dishonest consumer behavior). It further argues that in order to compensate for the negative emotional consequence (feeling of guilt) of their own wrong act, consumers tend to form stronger relationships with the brands that were initially wrong to them. It also examines how situational ambiguity regulates the relationship between feeling befooled and behaving dishonestly.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	813-825
Number of pages	13
DOIs	https://doi.org/10.1007/978-3-030-02568-7_218
Publication status	Published - 2019

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2019, Academy of Marketing Science.

Keywords

Cheating
Consumer-brand relationship
Dishonest consumer behavior
Guilt

Access to Document

10.1007/978-3-030-02568-7_218

Cite this

Isiksal, D. G., & Karaosmanoglu, E. (2019). Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 813-825). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-030-02568-7_218

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Isiksal, DG & Karaosmanoglu, E 2019, Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 813-825. https://doi.org/10.1007/978-3-030-02568-7_218

Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled. / Isiksal, Didem Gamze; Karaosmanoglu, Elif.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2019. p. 813-825 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Even if You Wrong Me, I May Still Like You: Consumer Dishonesty in Case of Feeling Befooled

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Keywords

Access to Document

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