THE DEFINITIONS OF DYSFUNCTIONAL CONSUMER BEHAVIOR: CONCEPTS, CONTENT, AND QUESTIONS.

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    • Abstract:
      The purpose of this research is to explore gaps in the understanding of dysfunctional consumer behavior (DCB) that might provide direction for future research and help firms understand the blind spots that might exist in their provision of satisfying consumer outcomes. From the marketer's perspective there are several questions that exist both inside and outside the mind of the consumer that would be of great value in helping avoid DCB and move toward an improved relationship with dissatisfied customers. In this project, numerous definitions of the various types of DCB from over the past 30 years are examined. Here, 18 of these terms are evaluated and a set of questions are presented to the marketer: when does DCB take place, what provokes it, and what does the dissatisfied consumer hope to gain from their actions. The current research raises these questions but to answer these questions, further investigation is needed. [ABSTRACT FROM AUTHOR]
    • Abstract:
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