How and why do consumers radicalize?

This article focuses on how and why dissatisfied consumers evolve from unhappy customers to haters, and then anarchists, through a process of radicalization. Building on extant theories of radicalization, the article offers two empirical studies of consumer radicalization. Study I introduces the steps in the consumer radicalization process that is initiated by dissatisfaction through a series of exploratory analyses. Study II empirically tests the theoretically proposed consumer radicalization process and its components. Study II’s findings suggest multiple paths to the final stage of the consumer radicalization process, which may be accompanied by violence or other destructive behavior focused on the marketer or people and other entities perceived to be associated with the marketer. Of particular significance is the finding that a firm’s position on social issues can contribute to the consumer radicalization process, in addition to product/service dissatisfaction and perceived failure(s) in the handling of complaints. The article concludes with recommendations for actions and proactive intervention by the firm to redirect the radicalization process and reduce the likelihood of destructive consumer behavior.