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Customer Revenge Behavior and Self-Determination Theory

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This research is currently accepted for revise and resubmit at the Journal of Consumer Marketing. My co-authors and I previously presented it in the 2018 Winter AMA Conference. In this paper, we propose an application of self-determination theory in explaining the revenge behaviors of the customers in the face of ‘double-deviation’ situations. The research distinguishes between various antecedents of customer motivation using self-determination mechanisms.