“…Studies of complaining cross-culturally have been approached from various academic disciplines: psychology (Kowalski, 1996), sociology (Alicke et al, 1992), studies of culture (Szymkow, Wojciszke, & Baryla, 2003;Wojciszke, 2004Wojciszke, /2005, as well as interdisciplinary work (Chebat, Kerzazi, and Zourrig, 2010;Au, Buhalis, & Law, 2014;Chaudhary, 2017). The phenomenon has been examined as both a means to an end within business settings (Garrett & Meyers, 1996;Baker, Meyer, & Chebat, 2011) and advertising, as well as a valuable practice on its own (Lee & Hall, 2009). Research has explored the expressive norms of dissatisfaction and negative views of the world, which are focal for complaining practices, arguing that such dissatisfaction seems to go bidirectionally, where expressed negative affective states may potentially become actual beliefs and statuses (Wojciszke, 2004(Wojciszke, /2005.…”