Unpacking Consumer Negativity in Marketing, Brands, and Service Ecosystems, (Paperback)

Consumer behavior is often viewed through the lens of satisfaction, loyalty, and positive brand relationships, yet today's marketplace reveals a more complex reality. Consumers increasingly express frustration, distrust, disappointment, and resistance toward brands, while organizations face growing challenges related to online incivility, public criticism, misinformation, and declining trust. The rapid growth of digital platforms and social media has amplified these negative experiences, allowing consumer reactions to spread quickly and shape brand reputation, organizational performance, and market dynamics. Understanding these behaviors is becoming essential as organizations seek to navigate increasingly transparent and interconnected consumer environments. Examining the darker dimensions of consumption provides valuable insights into the evolving relationships among consumers, brands, and organizations in the digital age. Unpacking Consumer Negativity in Marketing, Brands, and Service Ecosystems explores the emotional, psychological, social, and technological forces that shape negative consumer experiences and behaviors in contemporary markets. While recognizing the challenges these behaviors present, this book also examines how organizations can transform adversity into opportunities for innovation, resilience, transparency, and stronger consumer relationships. Bringing together multidisciplinary perspectives from marketing, consumer behavior, psychology, sociology, and management, this book provides a deeper understanding of the complex dynamics shaping today's consumer ecosystems and offers valuable insights for navigating an increasingly interconnected marketplace. Covering topics such as algorithmic marketing, economics of online backlash, and online review extremism, this book is an indispensable academic resource for graduate and doctoral students, marketing professionals, brand managers, customer experience (CX) leaders, business leaders, executives, organizational decision-makers, policymakers, and more.

• Unpacking Consumer Negativity in Marketing, Brands, and Service Ecosystems, (Paperback)
• Author: Paula Pinto Rodrigues
• ISBN: 9798337389387
• Format: Paperback
• Publication Date: 2026-11-03
• Page Count: 0