An Empirical Analysis of Elderly Consumers' Complaining Behavior

In consumer complaint literature, the elderly are often described as a quiet majority—a large number of dissatisfied consumers who are unable to or unwilling to seek redress. This generally accepted characterization of elderly consumers' complaining behavior is examined empirically in this study, using a national data set provided by the American Association of Retired Persons (AARP). We found that the elderly are less likely to report a dissatisfying experience, but those who do express dissatisfaction are likely to take actions just like young consumers. Age differences were found in the likelihood of having a dissatisfying experience, the demand for complaint actions, and the effects of determinants on complaint behavior.