ABSTRACT Given the pervasive spread and use of the Internet and social media, consumer use of these new forums for expressing their revenge intentions has also increased. This research examines the impacts of service outcome and service process failures on consumer online revenge intentions. Using insights from cognitive appraisal theory, a comprehensive model is developed and tested to examine the impacts of service failure types on consumers’ primary and secondary appraisal processes that lead to online revenge intentions. The model was tested in the United Kingdom and Jordan. Results show that for the two countries, different service failure types lead to different cognitive appraisal processes, and to intentions to use different online revenge platforms.
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