부산대학교 도서관

Retaliatory consumption is consumption in which the suppressed desires of consumers are erupted all at once. In this study, as a parameter for retaliatory consumption, consumers with empathy and hyperexcitability competency in anger at each stage of anger (irritability, frustration, anger, abandonment) when they saw products with high and low involvement. This study aimed to find out which of the 4 processes caused more retaliatory consumption reactions. As a result of the study, when looking at high-involvement products, consumers with strong empathy and hyper-excitement had a mediating effect on retaliatory consumption in the order of anger and frustration among the stages of anger process, and there was no mediating effect on retaliatory consumption in irritation and abandonment. In addition, when looking at low-involvement products, consumers with strong empathy and hyperexcitability had a mediating effect on retaliatory consumption in the order of anger, abandonment, and frustration during the staged anger process, and there was no mediating effect on retaliatory consumption for feelings of irritation.