The Effectiveness of Deterrence Tactics to Reduce Illegitimate Complaining

Authors

  • Herm Joosten Institute for Management Research, Radboud University

Keywords:

Deterrence Tactics, Illegitimate Complaining

Abstract

Illegitimate customer complaints are a growing problem for many firms, and research is needed to develop ways to deter illegitimate complainers. The ‘deterrence-neutralization-behavior’ (DNB) framework by Dootson et al. (2018) suggests that certain deterrence tactics may deter customers, especially if the tactic matches with the neutralizations (excuses) customers use to rationalize their illegitimate complaining. The purpose of this study is to test the DNB framework.

A scenario-based, between-subjects experiment found that illegitimate complainers exposed to a deterrence tactic experience higher cognitive dissonance and lower intention to complain illegitimately than customers in the control group. But matching the deterrence tactic with the neutralization used by the customer does not have an additional effect. 

The results suggest that deterrence tactics work, not because they address and invalidate the specific excuse illegitimate complainers use, but because they make existing cognitive dissonance salient again. It is important that deterring messages are impossible to avoid (“in your face”) and strategically timed (immediately before any planned unethical act).

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2025-04-29

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Vol. 38 No. 1 (2025): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

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