From the charm to vengeance: the processing and the behavior of the consumer on information attributes of technological products

ABSTRACT Information and symbols involving high technology products are common in the academic and market literature, on producers and consumers. Technology has evolved rapidly since the industrial revolution, but the usability of products has not evolved so much, frustrating consumers. This research aimed to analyze, using the logic of consumer behavior, its relations with high technology products and the evolution of the charm before and during the purchase, passing through expectations, evaluation, cognitive dissonance and getting to cases of anger, retaliation and revenge. An analytical model was constructed using these constructs. Based on this model, there was a good correlation between the constructs Cognitive Dissonance and Rage and between the constructs Rage and Retaliation/Revenge. Research shows that a large portion of consumers have the belief that sophisticated, modern handsets will solve their problems and are easy to use. However, when this does not happen, there is frustration and anger.