Chapter 14

Consumer Angry Switching

Angry Switching: Purpose

In the discussion on consumer purchasing behavior, we have examined what information is required to understand how consumers form their decisions. The angry switching model comes into effect when a consumer has been using your product or service and due to a negative episode decides to switch to another. The trigger can be internally or externally generated. The consumer’s needs could have changed or he or she could have some negative experience that may result in a decision to change the supplier.

Angry Switching: Structure and Description

The model depicts the drivers and decision criteria of consumers when selecting a brand. The change factors of an unhappy experience, new information, ...

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