Locus of Control, Fatalism, and Responses to Dissatisfaction: A Pilot Study

Abstract

This study examines the relationship of two personality variables, locus of control and fatalism, to the extent and types of action consumers take when they are dissatisfied. Consumers who have an internal locus of control are found to be more active in responding to dissatisfaction. Responses to dissatisfaction vary with the nature of the purchase: consumers take different actions for nondurables (food), durables, and services. Fatalism may be culturally linked; consumers from cultures high in fatalism may respond less actively to dissatisfaction.