WHY DONT SOME PEOPLE COMPLAIN - A COGNITIVE-EMOTIVE PROCESS MODEL OF CONSUMER COMPLAINT BEHAVIOR

This article reports the development of a theoretical model of consume r complaint behavior by using cognitive appraisal theory as its founda tion. Because of its importance to management and lack of attention in the marketing literature, specific emphasis is placed on the phenomen on of noncomplaining and the role of consumer emotion in dissatisfying marketplace experiences. The model presents cognitive appraisal as th e key element in the evaluation of consumer threat and harm, which sub sequently may result in psychological stress. Stressful appraisal outc omes are suggested to elicit emotive reactions that, in conjunction wi th cognitive appraisal, influence the type of coping strategy used by the consumer Three coping strategies (problem focused, emotion focused , and avoidance) are identified and discussed. Key propositions are il lustrated by using in-depth interview data fi om a sample of older fem ale consumers.