Table AI. Summary of antecedents and...

Table AI.

Summary of antecedents and outcomes of consumers’ negative emotions and behaviors

Author(s) and year	Discussed concept	Antecedents	Outcomes
Stammerjohan and Webster (2002)	Non-consumption	Individual trait Product characteristics	Ignoring Delay Self-control
Klein et al. (2004)	Consumer boycott	Desire to make a difference Self-enhancement Counterarguments Constrained consumption	n/a
Gregoire and Fisher (2006)	Desire for retaliation	Service failure Brand relationship quality	Patronage reduction Third party complaining Negative word of mouth
Dalli et al. (2007)	Brand dislike	Product performance Price/quality Customer Service Negative stereotypes Fake communication Exploitation	n/a
Gregoire and Fisher (2008)	Perceived betrayal	Service failure Interactional, procedural, and distributive fairness	Complaining Negative word of mouth
Hogg et al. (2009)	Brand avoidance	Marketing environment Social environment Consumer’s individual environment	n/a
Romani et al. (2009)	Negative brand emotions	Symbolic cultural object Physical object (functions and attributes)	n/a
Sandikci and Ekici (2009)	Brand rejection	Organizational disidentification Image congruency and undesired self	n/a
Krishnamurthy and Kucuk (2009)	Brand hate	Ideological incompatibility Market-level dissatisfaction Transactional dissatisfaction	n/a
Lee et al. (2009a, 2009b, 2009c)	Brand avoidance	Moral avoidance Identity avoidance Experiential avoidance	n/a
Gregoire et al. (2010)	Desire for revenge	n/a	Marketplace aggression Negative word of mouth Complaining
Johnson et al. (2011)	Self-conscious emotions	Relationship quality Self-relevance	Threatening Stealing Negative word of mouth Complaining
Nenycz-Thiel and Romaniuk (2011)	Brand rejection	Moral rejection Negative past experience
Romani et al. (2012)	Negative brand emotions	n/a	Complaining Negative word of mouth Switching
Sussan et al. (2012)	Brand divorce	Image incongruence Negative product experience	n/a
Bryson et al. (2013)	Extreme negative emotions	Negative past experience Symbolic differences Moral wrongdoings Country of origin	n/a
Joireman et al. (2013)	Desire for revenge	n/a	Negative word of mouth Complaining
Park et al. (2013)	Brand Attachment–Aversion Model	Inconsistent moral values Negative group associations Failure to meet expectations	n/a
Khan and Lee (2014)	Brand avoidance	Negative social influence Undesired self Perceived animosity	n/a
Harmeling et al. (2015)	Agonistic and retreat emotions	n/a	Negative word of mouth Product avoidance
Kavaliauske and Simanaviciute (2015)	Negative emotions	Unmet expectations Symbolic incongruence Ideological incompatibility	n/a
Kucuk (2016)	Brand hate	Transactional (dissatisfaction related to product failure) Market-industry (related to irresponsible practices) Ideological (related to social change) Consumer personality issues	Negative word of mouth Complaining Consumer boycott
Zarantonello et al. (2016)	Brand hate	Violations of expectations Taste system Corporate wrongdoings	Negative word of mouth Protest Complaining Patronage reduction
Hegner et al. (2017)	Brand hate	Negative past experience Symbolic incongruity Ideological incompatibility	Brand avoidance Negative word of mouth Brand retaliation

Author(s) and year	Discussed concept	Antecedents	Outcomes
Stammerjohan and Webster (2002)	Non-consumption	Individual traitProduct characteristics	IgnoringDelaySelf-control
Klein et al. (2004)	Consumer boycott	Desire to make a differenceSelf-enhancementCounterargumentsConstrained consumption	n/a
Gregoire and Fisher (2006)	Desire for retaliation	Service failureBrand relationship quality	Patronage reductionThird party complainingNegative word of mouth
Dalli et al. (2007)	Brand dislike	Product performancePrice/qualityCustomer ServiceNegative stereotypesFake communicationExploitation	n/a
Gregoire and Fisher (2008)	Perceived betrayal	Service failureInteractional, procedural, and distributive fairness	ComplainingNegative word of mouth
Hogg et al. (2009)	Brand avoidance	Marketing environmentSocial environmentConsumer’s individual environment	n/a
Romani et al. (2009)	Negative brand emotions	Symbolic cultural objectPhysical object (functions and attributes)	n/a
Sandikci and Ekici (2009)	Brand rejection	Organizational disidentificationImage congruency and undesired self	n/a
Krishnamurthy and Kucuk (2009)	Brand hate	Ideological incompatibilityMarket-level dissatisfactionTransactional dissatisfaction	n/a
Lee et al. (2009a, 2009b, 2009c)	Brand avoidance	Moral avoidanceIdentity avoidanceExperiential avoidance	n/a
Gregoire et al. (2010)	Desire for revenge	n/a	Marketplace aggressionNegative word of mouthComplaining
Johnson et al. (2011)	Self-conscious emotions	Relationship qualitySelf-relevance	ThreateningStealingNegative word of mouthComplaining
Nenycz-Thiel and Romaniuk (2011)	Brand rejection	Moral rejectionNegative past experience
Romani et al. (2012)	Negative brand emotions	n/a	ComplainingNegative word of mouthSwitching
Sussan et al. (2012)	Brand divorce	Image incongruenceNegative product experience	n/a
Bryson et al. (2013)	Extreme negative emotions	Negative past experienceSymbolic differencesMoral wrongdoingsCountry of origin	n/a
Joireman et al. (2013)	Desire for revenge	n/a	Negative word of mouthComplaining
Park et al. (2013)	Brand Attachment–Aversion Model	Inconsistent moral valuesNegative group associationsFailure to meet expectations	n/a
Khan and Lee (2014)	Brand avoidance	Negative social influenceUndesired selfPerceived animosity	n/a
Harmeling et al. (2015)	Agonistic and retreat emotions	n/a	Negative word of mouthProduct avoidance
Kavaliauske and Simanaviciute (2015)	Negative emotions	Unmet expectationsSymbolic incongruenceIdeological incompatibility	n/a
Kucuk (2016)	Brand hate	Transactional (dissatisfaction related to product failure)Market-industry (related to irresponsible practices) Ideological (related to social change) Consumer personality issues	Negative word of mouthComplainingConsumer boycott
Zarantonello et al. (2016)	Brand hate	Violations of expectationsTaste systemCorporate wrongdoings	Negative word of mouthProtestComplainingPatronage reduction
Hegner et al. (2017)	Brand hate	Negative past experienceSymbolic incongruityIdeological incompatibility	Brand avoidanceNegative word of mouthBrand retaliation

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