Abstract:

Purpose - The study has been attempted to determine how the desire for revenge in consumer minds or logic affects the behavior of product acquisition. For this purpose, first literature scan was carried out and then the collection, analysis, findings and results of the study and the discussion section were placed. Method - The study used a causal comparison model of quantum research methods. The study was carried out using a simple random sampling method using an online survey with the participation of 387 people. In the study, the scale determining the beneficial consumption and consisting of 9 questions; Arnold and Reynolds (2003) and Babin etc. It has been developed by the scale developed by 1994. The scale of 21 questions that determine Revenge/Forgiveness thoughts and behaviors is derived from the scales developed by Bradfield and Aquino (1999). The data is performed with the SPSS 29.0 and AMOS package program. Identifying statistics for demographic variables, factor analysis for the validity of scales, and multiple linear regression analysis for the test of hypotheses have been performed. During the study the statistical significance was accepted in the form of p<0,05. The findings - The research has found that consumers' revenge desires and beneficial consumption have a positive effect on pardon behavior; beneficial consumption has a positive effect on pardon behavior. It has also found that the desire for revenge has no meaningful impact on the behavior of forgiveness alone. Debate - Contribute to literature and other researchers in the fields of study, revenge desire, beneficial consumption and consumer forgiveness behavior. More research is needed in this context. The work also contributes to both and consumers and practitioners.

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