It’s not you, it’s us. Please leave us and go! Disentangling altruistic and egoistic perceptions of jilted customers in an uncertain electricity market

This article investigates corporate communications during mass customer terminations by examining how consumers perceive altruistic and egoistic messaging across psychological distance dimensions. Focusing on an electricity retailer (ER) that encouraged customers to switch providers, the research draws on Construal Level Theory (CLT) to explore customer reactions to relationship termination. Using an interpretive case study, it identifies how transparency and customer advocacy influence trust, and how expectations about future outcomes reveal abstract and concrete construal. Altruistic messages reduce psychological distance and build trust, whereas egoistic framing increases scepticism and detachment. The study introduces the Dual Perception Abstraction Compass (DPAC), a conceptual framework that maps customer perceptions through the CLT lens, highlighting how message framing alters construal. These insights support managers in crafting communication strategies that align with customer values and emotions. By anticipating consumer interpretations, firms can respond to volatile market conditions with empathy, clarity, and integrity.