Mood, consumer interaction styles, and perceived risk in consumer complaining behavior

Abstract

Purpose-Consumer complaining behavior (CCB) is an extensively studied subject in the literature. Many personal and situational factors have been identified as antecedents of CCB. However, previous research has relatively been less focused on the impact of perceived risk, assertiveness and aggressiveness on CCB. The purpose of this study is to elaborate the influence of these constructs on consumer complaining behavior, by combining them with the mood of the consumer. Methodology-Through a literature review, mood, assertiveness, aggressiveness and perceived risk have been conceptualized as antecedents of CCB. Findings-Literature suggests that mood, perceived risk, assertiveness, and aggressiveness may have an impact on CCB. As a result of this elaboration, a conceptual model depicting the relations among these constructs is proposed in this study. Conclusion-A conceptual model that includes the interaction of personal variables with mood has contributed to the literature by achieving a novel perspective in explaining CCB.