Consumer Personal Values as Antecedents to Dyadic and Third Party Public Consumer Complaining Behavior: An Exploratory Study

Authors

  • John C. Rogers California Polytechnic State University, San Luis Obispo
  • Terrell G. Williams California State University, Northridge

Abstract

In this exploratory study, the Rokeach personal values are studied as possible antecedents to the public consumer complaining process at the dyadic and third party levels. Two hundred eighty-six college students responded to the questionnaire containing the Rokeach value scale and questions on general consumer complaining behavior. Discriminant analysis demonstrated that several value clusters significantly relate to the respondents' propensity to complain.

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Published

2022-08-04

Issue

Vol. 3 (1990): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

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