Dissatisfaction and Distrust

Abstract

We explored dissatisfaction to find out what we could learn about it from consumers' lived experiences. We learned that it is emotionally charged, that it can involve quick exit behavior, and that it can be both initiated by and experienced as distrust. This illuminates and raises important issues about the consumption environment. Distrust permeates it. The consumption world is a growing focus of consumers' life worlds. The issues raised have to do with respect in the consumption world and, by association, with well-being in people's lives.