Identifying The Consumers' Tension-Indusing Behaviors Using The Meta-Synthesis Method

Today, consumer behavior analysis is one of the most important issues in marketing. Therefore, the correct understanding of consumer behavior is considered as the success factor of companies. researches have shown that people do not always behave in a functional way in their interactions with companies, and various factors make them perceive different tensions, which can cause changes in consumer behavior and create problems for companies. Therefore, the aim of the current research is to identify the types of Consumers' Tension-Indusing Behaviors. In this research, the meta-synthesis qualitative method based on the seven stages of Sandelowski and Barroso was used. The population studied included 117 sources in valid databases, among which, based on the critical assessment skills program and the screening process, 33 sources were selected as the final sources for further review and analysis, and finally, 68 codes were identified and They were classified in 10 concepts and 2 categories. The findings show that the category of consumer's internal tension-indusing behaviors includes concepts; Consumer interpersonal tensions with employees, consumer interpersonal tensions with other consumers, company-related consumer tensions, brand-related consumer tensions, and product-related consumer tensions. the category of external consumer tension-indusing behaviors includes concepts; voice of the consumer, consumer's passive confrontation, consumer's retaliation, consumer's misbehavior and destructive consumer's behavior. The results of this research help different companies to know the types of tension-indusing and negative behaviors of consumers and it is necessary to manage such behaviors correctly in order to succeed in the field of competition and implement marketing strategies.