Consumer Complimenting Behavior: Exploration and Elaboration

Abstract

Consumers' compliments and sellers' responses to them are investigated. The Kraft and Martin motives for consumer compliments are confirmed and further elaborated using a different research method. Compliment receivers' responses are classified using Herbert's categories with the general finding that the frequencies are very different for responses to consumer compliments than for compliments in general. Consumer compliments were found to be most frequently due to: 1. seeking positive response from the seller, 2. great satisfaction, and 3. enjoying giving compliments, flattery, and ingratiation.