MOOD, CONSUMER INTERACTION STYLES, AND PERCEIVED RISK IN CONSUMER COMPLAINING BEHAVIOR

Year 2018, Volume: 7 Issue: 1, 30 - 43, 30.03.2018

Petek Tosun , Selime Sezgin Nimet Uray

https://doi.org/10.17261/Pressacademia.2018.793

Abstract

Purpose- Consumer
complaining behavior (CCB) is an extensively studied subject in the literature.
Many personal and situational factors have been identified as antecedents of
CCB. However, previous research has relatively been less focused on the impact
of perceived risk, assertiveness and aggressiveness on CCB. The purpose of this
study is to elaborate the influence of these constructs on consumer complaining
behavior, by combining them with the mood of the consumer.

Methodology- Through a
literature review, mood, assertiveness, aggressiveness and perceived risk have
been conceptualized as antecedents of CCB. 

Findings- Literature
suggests that mood, perceived risk, assertiveness, and aggressiveness may have
an impact on CCB. As a result of this elaboration, a conceptual model depicting
the relations among these constructs is proposed in this study.

Conclusion- A
conceptual model that includes the interaction of personal variables with mood
has contributed to the literature by achieving a novel perspective in explaining
CCB.    

Keywords

Consumer complaining behavior, assertiveness, aggressiveness, perceived risk, mood

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