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Consumer anger with front-line staff over poor service is fuelled by advertising promises rather than individual character traits, researchers have claimed. A study by 51¹ú²úÊÓƵ of Bath academics indicates that customers' angry or abusive behaviour is attributable to the failure of brands to live up to expectations. Researchers analysed responses by consumers in Australia who had experienced "service failure", and published their findings in the Journal of the Academy of Marketing Science.