The Influence of Consumer Altruism on Complaining Behavior

Piotr Chelminski, Providence College, USA
Robin Coulter, University of Connecticut, USA
This paper examines the effects of consumer altruism on complaining behavior in the context of a dissatisfactory marketplace experience. Adult consumers participated in the data collection, and results show that consumer altruism is positively related to both consumer voicing and negative word-of-mouth when controlling for the severity of a marketplace encounter failure presented to respondents in a scenario format. The findings suggest that appealing to altruistic motives might facilitate consumer voicing, thus, benefiting companies by providing feedback about problems arising in the marketplace and preventing negative word-of-mouth. Consumer protection agencies might also consider altruistic appeals in soliciting information about shoddy practices in the marketplace.
[ to cite ]:
Piotr Chelminski and Robin Coulter (2007) ,"The Influence of Consumer Altruism on Complaining Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 369-373.