Switching Costs On Customer Exit And Revenge Essay


Disuss about the Switching Costs on Customer Exit and Revenge.



The urge that is individuals experience but are not discussed that much is Revenge. Revenge is a powerful urge but there is no surety that one will feel good after acting on it. Thus, revenge can be defined as the oneself who is usually reciprocating in kind or degree or may impose injury in repay of something. Among the deepest human instincts, revenge is one of them prevailing among the humans. However, according to many theorists as well as researchers, this revenge is a type of initiating justice and that the warning of revenge may provide as a kind of protection or enforcement of social cooperation. Moreover, it can be seen that the motive behind revenge is in blocking the hostile actions or the threat possessing revenge of others (McCullough et al., 2014). At time, it is also seen that individuals act revengeful knowing that their act will not benefit them at all apart from impose suffering to other people.

Revenge is the part of people’s nature, which causes them to act impulsively through anger rather than acting through reasoning. Thus, because of the human nature people always want to seek revenge on those who has presented them with pain. However, people seek revenge because after collecting information through their senses they give it a meaning through their internal based interpretations. Thus, wrong perceptions influence one’s self confidence, which in turn pushes a person to seek revenge. However, it is human nature to feel superior in some way thus, when they find that their work or they themselves are not appreciated by others or in any way faced social humiliation or has been the victim of being harmed by others, they feel helpless and thus, seek revenge. The feeling of being helpless will further make the individuals weak and may develop low self-esteem and finally make the person go through identity crisis. Therefore, when there is pressure of such strong emotions then majority of the people tries to find gratification through revenge (MO & WU, 2013).

There is one point at every person’s life when he or she must have wanted to seek revenge but still there are many other people those who are more revengeful. In this category fall, those people who are more stimulated to get power, authority or status are more vindictive. However, it can be said that individual tendency is that they always want to get those things that they think is in scarcity. Whereas, for a person who wants to get power the last thing that person would like to feel is being helpless thus, anyone who tries to give him that feeling will get an aggressive respond. Another category of people who are considered to be one among the most revenge seeking people are the Narcissists (Frey, Pearson & Cohen, 2015). This group of individuals feels overemphasized in giving importance to their self that they view minor mistakes as a major offence. Thus, this group of people also stands at a high-risk zone in being revengeful. It has been seen that because of the excessive unnecessary importance these people give to themselves they believe that disobeying them or uttering any bad words for them are unforgettable sins for them thus, they can go any extent if given that chance to punish that other individual from whom they want to seek revenge.

Revenge has the opposite effects than what people think it to be. As portrayed in the movies that it is an emotional undo that make people feel better by punishing the other person as seeking revenge from them (Haj-Salem &Chebat, 2014). However, in the initial moments, the brain might signal being rewarded from the revenge but for the long run there will be only elongated unpleasantness of the actual sin. However, revenge never delivers justice rather it generates a cycle of vengeance. It however, has been found that revenge re-opens or worsens one’s emotional injuries. There are cases where an individual might want to take revenge from a wrong but lastly they finishes up punishing one’s own self. Thus, revenge is ineffective because one will cause to damage to self if they move ahead neglecting the incidence. Children find themselves in a more confusing state than the adults for whom understanding the repercussion is also difficult. There are many dangers that people should get aware of while they seek revenge and they are as follows-

  • Revenge as the term defines is to demand punishment or termination of any wrong. People do make mistakes because no one is perfect and thus, the mistake that affects others becomes a major reason for the other person to seek revenge. Therefore, to explore revenge one has a wish to reciprocate. Therefore, the danger of revenge that comes in front is that the desire for revenge becomes so strong that it makes the person forget that this mistake can be forgiven which further foster nasty and devastating thoughts. The real motive of the revenge seeker is thus, to make the other person feel that same emotions that he or she is going through (Hopkins, 2013).
  • One cannot rectify them after committing a mistake so there is no scope that a revenge seeker will think about the outcomes of their actions. Thus, another danger is that that once an action is taken for seeking revenge there is no turning back.
  • Revenge is a continuous process that does not know where to end. Thus, once a revenge seeker starts taking revenge they cannot stop and go on in the desire to punish or reciprocate to those who have been the reason for his or pain (Parrinder, 2015). This continuous process damages the close relationships and leisurely eliminates the capacity to forgive. Thus, making the revenge seeker bitter, distressing and ill-mannered individual.
  • As a psychological damage, it has been seen that a person who desires for revenge will always think about that very incident only which will make the situations more difficult for them to move forward. Thus, revenge is not as pleasant as many may think as it can explore the individual as well as the relationships (Roffey, 2012).

The biggest example of revenge has been seen in the famous play of Shakespeare called Julius Caesar. Antony’s character was seen to have sought revenge for the death of Caesar. However, Antony was seen to act on his emotions, which took to the deceased of Brutus. Nevertheless, the main theme was revenge for which Antony wished to take revenge of Caesar’s death. Revenge was further illustrated through the brutal course of action throughout the play (Schanzer, 2013).

Revenge is an old phenomenon- it has originated since the human beings first came into reality and has frequently been imposed in cruel form. However, most individuals have experienced injury or inappropriate at the hands of others. Historically there are total two schools of thought in relation to revenge (Vaswani, 2014).In the bible, it has been instructed that "give life for life, eye for eye, tooth for tooth, hand for hand, foot for foot" to penalize a culprit. Nevertheless, after the bible around 20,000 years or more years later there was Martin Luther king Jr., acknowledged that “The old law of 'an eye for an eye' leaves everybody blind." Now the question arises that which one is accurate for which a psychologist investigate the mental machinery that is prevailing behind revenge. Those who are power seekers for them revenge can assist to prompt others who are not to be trifled with. However, in a society where the law that rules is weak then revenge can supply a track to keep the order stable.

  1. The person seeking revenge will be morally down and be bad in the eyes of others.
  2. Revenge seekers emotionally, mentally, physically and socially hurt the other person.
  3. It also put a mark on the negative association into the personal repute of the revenge seeker.
  4. Revenge seeks to guide individuals to an erroneous behavior that has negative results to the guiltless around those individuals around the revenge seekers.
  5. Revenge often fills a person with negative emotions that has genuine, measurable and biological impact on the physical health (Carrera, 2013).


Thus, from the above essay, it can be concluded that Revenge is a powerful urge but there is no surety that one will feel good after acting on it. In one point or another in an individual’s life, everyone has wanted to seek revenge. In order to get the power, status and the things that are in scarcity individuals try to get revenge. Revenge always has harmful effects making the revenge seeker to get morally down, hurt the other person badly and it always assist a person to perform those behaviors that are not correct. However, it has been seen that revenge is an age-old phenomenon existing from the day humans came to this world.


Carrera, E. (2013). Emotions and health, 1200-1700.Brill.

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Haj-Salem, N., &Chebat, J. C. (2014).The double-edged sword: The positive and negative effects of switching costs on customer exit and revenge. Journal of Business Research, 67(6), 1106-1113.

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McCullough, M. E., Pedersen, E. J., Tabak, B. A., & Carter, E. C. (2014). Conciliatory gestures promote forgiveness and reduce anger in humans. Proceedings of the National Academy of Sciences, 111(30), 11211-11216.

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Vaswani, N. (2014). The ripples of death: Exploring the bereavement experiences and mental health of young men in custody. The Howard Journal of Crime and Justice, 53(4), 341-359.

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