A Study of Consumer Complaining Behavior: VCR Owners in Puerto Rico

Abstract

This study investigates differences in complaining behavior between American and Puerto Rican VCR owners. It is proposed that in Puerto Rico, both cultural values and institutional barriers tend to impose restrictions on complaining behavior that do not exist in the U.S. Hypotheses are developed concerning the impact of cultural differences on: (1) perceptual and attitudinal antecedents to complaining in Day's (1984) model of complaining behavior, (2) the propensity to complain, and (3) the use of public vs. private actions. Results of the data analysis indicate that Puerto Rican VCR owners are less likely to complain than American VCR owners. Also, among complainers, Puerto Ricans were found less likely to take public actions than Americans. Only limited support was obtained for the predicted differences on the antecedent variables to complaining. Implications for marketers and public policy makers are discussed.