AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
Problematic customer behavior in service settings ranges from mild rudeness to deliberate exploitation, yet research often treats such actions as a single construct. Drawing on the General Aggression Model, this study differentiates customer incivility (reactive, stress‑driven misconduct) from Jay Customer behavior (calculated, strategic exploitation) and examines their distinct antecedents. Survey data from 820 U.S. adults show that Dark Triad personality traits strongly predict both behaviors, with a substantially stronger effect on Jay Customer behavior. Perceived stress predicts both outcomes but is particularly salient for incivility. In contrast, Light Triad traits negatively predict both forms of misbehavior and moderate the stress–incivility relationship, functioning as a moral buffer that attenuates stress‑induced incivility. These findings extend marketing theory by demonstrating dual pathways to customer misbehavior rooted in dispositional versus situational inputs. Managerially, results suggest that incivility is best addressed through stress reduction and de‑escalation training, whereas Jay Customer behavior requires policy enforcement and systemic deterrents.
Recommended Citation
Widmier, Scott M.; Gala, Prachi B.; and Koufodontis, Nikolaos Iason, "From Eye Rolls to Exploitation: Differentiating Consumer Incivility from Jay Customer Behavior" (2026). AMTP Proceedings 2026. 75.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/75
