Abstract
Following a negative service experience, existing studies assert that consumers attribute blame either internally (self-blame) or externally (other-blame) with little indication that the attribution ever changes. This study explores blame to discover whether there are changes in attribution, specifically whether it may shift from self to other. Analysing qualitative data from borrowers in the payday lending market using I-/They-poems, this study finds firstly that blame oscillates between self and other and, secondly, that payday borrowers practice counterfactual thinking to alleviate negative emotions, which in turn prompts this blame oscillation. In revealing that blame attribution can act as a pendulum oscillating between self and other, this study makes a critical advance to existing blame research. The study also supports previous studies in I-/They-poems in uncovering novel insights into consumer theory. Evidence also emerges that the neoliberal view of the ‘empowered consumer’ interacts with the more traditional, organisation-oriented perspective, as from a consumer behaviour perspective, the attempts to improve psychological well-being and the oscillation of blame contribute to shifts in the perceived power in the loan market.
Highlights
By the end of 2020, over three quarters of the UK adult population had some form of personal debt, with an estimated five million people owing over £10,000 in unsecured loans (Haqqi, 2019; MMarakrekteintigngTThehoeroyryX2X1((X4)Renaud-Komiya, 2020)
Blame attribution and payday lending offers a rich environment for I-poem research, as the sensitive nature and stereotypes associated with payday loans and the negative emotions associated with blame create a complex balance of power and dynamics during this experience, which is difficult to trace in participant narratives which can be complicated, non-linear and often involve hypothetical discussions
I-poems have been mostly used in medical psychology or educational psychology contexts; we suggest this method translates positively into consumer behaviour studies
Summary
By the end of 2020, over three quarters of the UK adult population had some form of personal debt, with an estimated five million people owing over £10,000 in unsecured loans (Haqqi, 2019; MMarakrekteintigngTThehoeroyryX2X1((X4)Renaud-Komiya, 2020). While loans take many forms, one type of high-interest, short-term credit option is the payday loan, named for being repayable on the consumer’s payday. This type of loan has gained a notorious reputation (Stone, 2019). More vulnerable consumers, such as young people, people with disabilities or long-term health conditions and those on low incomes or in insecure employment, are perceived as most at risk of falling into debt from this type of lending (Citizens Advice, 2016; Eabrasu, 2012; Inman and Treanor, 2017). More neoliberal view suggests that the responsibility lies with consumers, who should ensure that they fully understand their loan agreements and manage their finances more effectively (Henry, 2010)
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