Does Complaining Really Ruin a Relationship? Effects of the Propensity to Complain on Positive Consumer-Brand Relationships

Hongmin Ahn, West Virginia University, USA
Yongjun Sung, Southern Methodist University, USA
Minette Drumwright, University of Texas at Austin, USA
This study suggests that when encountering relationship conflicts, consumers characterized by high propensity to complain (PTC) are more likely to response destructively than are those with low PTC. It further demonstrates that appraisals of a company’s intention in regard to conflicts mediate such positive association between PTC and destructive responses.
[ to cite ]:
Hongmin Ahn, Yongjun Sung, and Minette Drumwright (2012) ,"Does Complaining Really Ruin a Relationship? Effects of the Propensity to Complain on Positive Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1136-1136.