SEARCH

SEARCH BY CITATION

Abstract

This study examines the influence of four personality characteristics (self-efficacy, Machiavellianism, perceived control, and risk-taking) on consumer attitude toward complaining and propensity to complain. The proposed model is tested on two groups of consumers classified as “complainers” and “non-complainers.” The findings reveal that the two groups differ distinctly on the pattern of relationships among the variables. The implications of these differences are discussed. © 2007 Wiley Periodicals, Inc.