This article aimed to analyze the behavior of consumers after behaviors of revenge in order to identify their potential consequential. An exploratory qualitative study using structured interviews was done, and a focus group with practitioners of retaliatory actions. The data were interpreted by the technique of thematic analysis. Among the main results are the desire and behaviors of avoidance, followed by demand from competing companies. The ineffectiveness of legal instruments against the defense of consumers was remarkable, and the major mechanisms virtual channels to the rescue of fairness in the relationship on the part of consumers.