J. Brown
Blaming me, blaming you! The pendulum of blame in payday lending
Brown, J.; Apostolidis, C.; Farquhar, J.D.
Authors
Abstract
Following a negative service experience, existing studies assert that consumers attribute blame either internally (self-blame) or externally (other-blame) with little indication that the attribution ever changes. This study explores blame to discover whether there are changes in attribution, specifically whether it may shift from self to other. Analysing qualitative data from borrowers in the payday lending market using I-/They-poems, this study finds firstly that blame oscillates between self and other and, secondly, that payday borrowers practice counterfactual thinking to alleviate negative emotions, which in turn prompts this blame oscillation. In revealing that blame attribution can act as a pendulum oscillating between self and other, this study makes a critical advance to existing blame research. The study also supports previous studies in I-/They-poems in uncovering novel insights into consumer theory. Evidence also emerges that the neoliberal view of the ‘empowered consumer’ interacts with the more traditional, organisation-oriented perspective, as from a consumer behaviour perspective, the attempts to improve psychological well-being and the oscillation of blame contribute to shifts in the perceived power in the loan market.
Citation
Brown, J., Apostolidis, C., & Farquhar, J. (2021). Blaming me, blaming you! The pendulum of blame in payday lending. Marketing Theory, 21(4), 517-538. https://doi.org/10.1177/14705931211027930
Journal Article Type | Article |
---|---|
Acceptance Date | Jun 2, 2021 |
Online Publication Date | Jul 2, 2021 |
Publication Date | 2021-12 |
Deposit Date | Oct 19, 2021 |
Journal | Marketing Theory |
Print ISSN | 1470-5931 |
Electronic ISSN | 1741-301X |
Publisher | SAGE Publications |
Peer Reviewed | Peer Reviewed |
Volume | 21 |
Issue | 4 |
Pages | 517-538 |
DOI | https://doi.org/10.1177/14705931211027930 |
Public URL | https://durham-repository.worktribe.com/output/1231750 |
You might also like
Exploring the Ascendancy of Social Capital in Entrepreneurial Behavior: New Insights
(2024)
Journal Article
(Im)migrants’ appropriation of culture: Reciprocal influence of personal and work contexts
(2022)
Journal Article
Rationing during COVID-19: Is an “Equal share” always fair?
(2022)
Book Chapter
Downloadable Citations
About Durham Research Online (DRO)
Administrator e-mail: dro.admin@durham.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search