Which statement best describes complaining behaviour?
A) All customers reporting dissatisfaction complain.
B) Consumers who do complain react with different emotions than do those who do not complain.
C) Consumers who experience anger in response to an evaluation of the consumption experience are not likely to complain.
D) A disgusted consumer is very likely to complain.

Question

Quizplus · Accepted Answer

Research has shown that consumers who do complain react with different emotions than those who do not complain. They are more likely to experience anger and less likely to feel sadness or guilt. This suggests that complaining behaviour is not simply a result of dissatisfaction, but also of emotional reactions to dissatisfaction. Thus, option B is the best statement that describes complaining behaviour.

Which Statement Best Describes Complaining Behaviour