When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal

Purpose With increasing concern about the negative effects of corporate hypocrisy on brand management, this study aims to investigate how corporate hypocrisy prompts customers to engage in vindictive behavior. It examines the moderating role of self-construal to determine how vindictive customer behavior varies based on individuals’ dispositional characteristics. Design/methodology/approach Data were collected through a two-wave online survey involving 346 bank customers. The mediating role of customer cynicism between corporate hypocrisy and vindictive customer behavior, as well as the moderating role of self-construal, was analyzed using the PROCESS macro in Mplus. Findings Customer cynicism mediates the relationship between corporate hypocrisy and two types of vindictive customer behavior: desire for revenge and aggressive customer behavior. Furthermore, customers with independent self-construal exhibit lower levels of cynicism and, consequently, weaker vindictive behaviors, while those with interdependent self-construal exhibit higher levels of cynicism and stronger vindictive behaviors. Practical implications Marketing managers should ensure consistent communication to address discrepancies in a firm’s behavior. By introducing self-construal as a moderator, this research provides a nuanced understanding of how individual differences shape customers’ negative reactions to corporate hypocrisy, offering insights into customer segmentation and branding strategies. Originality/value By investigating why corporate hypocrisy triggers vengeful behavior among customers, this research contributes to the literature on corporate hypocrisy. Additionally, it provides a novel contribution by highlighting that customers’ traits, such as self-construal, play a significant role in shaping their responses to corporate hypocrisy.