Assertion and Attention to Social Comparison Information as Influences on Consumer Complaint Intentions

Abstract

Assertion relates to a variety of consumer behaviors including redress seeking, resisting sales requests, and requesting information. It seems that certain behaviors associated with assertion such as consumer complaining involve more risk of social disapproval than others. It is proposed that even though consumers may be assertive in resisting sales requests and requesting information they will not differ from others in their complaint behavior if they score high on "attention to social comparison information," a trait related to fear of
negative evaluation and conformity. This research investigated and found support for this proposition. Implications of the findings are discussed.