Redress Seeking as Planned Behavior

Abstract

Subjective factors associated with redress seeking were studied in a simulation experiment with two conditions. Attitudinal, normative, and control influences on redress seeking were measured using a questionnaire based on planned behavior theory. The scenario for the first condition described the failure of a product (shoes); in this condition, the intention to seek redress from the supplier was related most to normative influence and was particularly associated with confidence, the prospect of getting a replacement product, the influence of friends, and the assertion of consumer rights. The scenario for the second condition carried additional information about the supplier's reluctance to accept complaints and was intended to reduce the likelihood of seeking redress. In this condition respondents emphasized their rights and showed no less intention to seek redress; thus the scenario manipulation failed to produce its intended effect. However, the effects that were produced were of interest and the measurement of responses within the planned behavior format widens our understanding of redress seeking.