In recent years the popular press has documented increasing levels of consumer dissatisfaction. Previous research has shown that dissatisfaction coupled with anger can intensify consumer responses. Despite the plethora of work conducted in the area of (dis)satisfaction, questions remain of when and why consumers choose to respond. This research examines the causes of consumer anger and the consequences of it on behavioral decisions and future consumer usage of firm services and products. This study explores the causes of consumer anger using a qualitative technique and then examines the consequences using a quantitative method. The results of this study show that angering customers comes with significant consequences. This research shows that while many consumers did decide to terminate their relationships with firms a significant number of consumers who had prior relationships with firms chose to stay and still punished the firm for the anger evoking incident by reducing or withholding their patronage.

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