Structured Abstract: Social Irritants—Small Things with Large Consequences
Consumer misbehaviors are externally directed acts that violate social norms in consumption situations and cover a wide range of misbehaviors. Misbehaviors are, importantly, viewed by consumers and marketers as varyingly disreputable with some misbehaviors causing serious financial, physical, or emotional impact while others are perceived as having negligible impact. While the breadth of misbehaviors is wide, most studies have focused on “individual, extreme, or unusual forms” of misbehavior that have substantial impact, leaving a research gap in the investigation of customer misbehaviors that are perceived as trivial. This chapter studies the apparently innocuous end of the misbehavior continuum.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Digital Object Identifier (DOI)
Thoeni, & Choi, Y. (2017). Structured Abstract: Social Irritants—Small Things with Large Consequences. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 1363–1369). Springer International Publishing. https://doi.org/10.1007/978-3-319-45596-9_250