There has been abundant research on service failure and service recovery. Surprisingly , most of the papers are from an individual consumer perspective , and not a group consumer perspective. However , group consumer failures occur rapidly year by year in China. Compared with individual failure , interaction of group consumers is more complicated and more variable , so that it is more difficult for Service Corporation to cope with. By the use of real experiment , the authors discuss the impact of deindividuation and group emotional contagion on customer ’ s negative emotion under group service failure setting. Results indicate that both group emotional contagion and deindividuation effect both exists in group consumers and which will bring direct impact on customer ’ s complaint intention.