Abstract
A conceptual analysis indicates that the learned helplessness paradigm is a promising explanatory framework to study consumer complaint behavior. The major proposition of this model is that consumers with pessimistic attributional styles choose passive means of dealing with dissatisfaction experiences in the marketplace. In addition, the study investigates differences in reactions to dissatisfaction with services versus tangible products. Initial empirical findings generally support the learned helplessness proposition. Results also identify significant differences between complaint actions of those who are dissatisfied with a service versus a product. Practical implications and future research needs are discussed.
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Babakus, E. (2015). Reactions to Dissatisfaction in Marketplace: Complaint Styles of Optimist and Pessimist Consumers. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_110
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DOI: https://doi.org/10.1007/978-3-319-17323-8_110
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