Citation

Rose RL, Neidermeyer M. Adv. Consum. Res. 1999; 26: 12-17.

Copyright

(Copyright © 1999, Association for Consumer Research)

DOI

unavailable

PMID

unavailable

Abstract

A trend toward a loss of civility in society has been highlighted recently by the popular press with the greatest notoriety accorded to the Aroad rage@ phenomenon. While road rage may represent an extreme of aggressive behavior emitted by consumers in the use of a product, many less extreme examples have been noted as well. This paper provides a theoretical framework for understanding anger, hostility, and aggression in the marketplace based on prior work in psychology and some limited work in the marketing literature. Qualitative techniques are used to develop a typology of aggressive marketplace behaviors and to suggest possible antecedents and consequences of such behaviors.

Language: en