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How We Complain: The Effect Of Personality On Consumer Complaint Channels, Riley Allen Berry

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study was to explore any connections that may exist between personality types and consumer complaint channels. A sample of 490 undergraduate students at the University of Nevada Las Vegas was surveyed during class time with a paper and pencil survey. The survey consisted of four service failure scenarios each with eleven possible courses of action. Respondents were asked to rate their likelihood to participate in each action on a seven point Likert-type scale. The three personality factors measured against the complaint behavior were Locus of Control, The California Psychological Inventory measure of Sociability, and Cattel's 16 …