When Complaining Is Detrimental: How Internal Attributions of Blame Influence Product Evaluation.

Lea Dunn, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Complaining research has commonly looked at the impact of complaining when the product is to blame for product failure. This research proposes that if consumer is to blame for product failure, complaining may negatively impact product attitudes. Impression management is hypothesized as the mechanism for the differential outcomes.
[ to cite ]:
Lea Dunn and Darren Dahl (2011) ,"When Complaining Is Detrimental: How Internal Attributions of Blame Influence Product Evaluation.", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 414-415.