As an emotion
As an action
Revenge is a base emotion, which is genetically ingrained. If people know that an individual will never take revenge, they are perceived as an easy target. On the other hand someone who always takes out a bloody vengeance (even if it appears irrationally intense) may be left unmolested. The optimum is culturally dependent, and most people are between these two extremes.
Virtually everyone feels the desire for revenge. Some have different genetic propensities for it, others have the emotion nurtured by the culture they are in.