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JOURNAL OF APPLIED BUSINESS AND ECONOMICS
A Resolution Model of Consumer Irritation Consequences and Company
Strategies: Social Networking and Strategy Implications
Author(s): Sweta Chaturvedi Thota
Citation: Sweta Chaturvedi Thota, (2012) "A Resolution Model of Consumer Irritation Consequences and Company Strategies: Social Networking and Strategy Implications," Vol. 13, Iss. 4, pp. 114-124
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This paper utilizes the cognitive-neoassociationistic model, primacy and recency effects to propose
superior memory for previously encountered irritating encounters. Since consumers do not forget
irritating stimuli encountered in the past, this paper addresses the under-researched issue – how do
consumers handle previously encountered irritations? The paper models its propositions on previous
research on negative emotions (Nyer 1997) and suggests that consumers choose one of these paths to
handle their irritation: taking no action, engaging in negative word of mouth (NWOM) behavior or
complain to the company. Along this vein, the paper identifies three segments based on consumer
responses to irritation: “No Action”, “Negative Word of Mouth” and “Complain”. It is recommended
that companies should attempt to convert the “No Action” and “NWOM” segments into consumers who
complain so that companies can utilize the feedback to formulate appropriate action strategies. The
proposed irritation resolution model recommends integrating social networking tools in devising effective
strategies.
