... and social factors of the retail environment can be actively monitored and manipulated to reduce perceived opportunities for consumer misbehaviour. Consumers’ emotions and cognitions, however, are the most studied antecedents of consumer misbehaviour. In these studies, deviance is typically conceptualised...

... of consumer misbehaviour: underparticipation and overparticipation. Further, these behaviours can vary, escalate and co-occur during service encounters. Originality/value – Both underparticipation and overparticipation are newly identified forms of defective co-creation that need to be examined within...