That is to say, one comments and it is exposed very textually, that probably this consumer generates more delicate situations and of greater tension for the company and its employees at the time of the failure of the service that the sorry consumer, but also, is providing him very valuable information that, managed well, it gives the opportunity him to correct the problem and to avoid that it happens in the future. On the other hand, " consumer arrepentido" , when considering itself he himself guilty part of the failure in the service, will feel more understanding and empathy with the employees. Reason why, foreseeably, these consumers will be more calmed and conciliators at the moment at which the dissatisfaction situation takes place. Nevertheless, the authors notice that this apparently positive attitude is an authentic threat for the company, since these consumers, " they do not complain, do not communicate his dissatisfaction, but they do not return and they speak bad of the same ". Conclusion We are in agreement with the article that he has published Wharthon universia.net on the importance of taking into account the annoyance in the behavior from the consumer, since it will allow the trade management to be more kind to listen to the opinions of the consumer. To take into account its suggestions, proposals and evtar to affect them in its behavior of purchase. We support the idea that the emotions in the purchase are very significant and provide basic information that allows to define and to apply strategies that favor to management of markets. Original author and source of the article.