Complaining as planned behavior

Two investigations of complaining were conducted within the framework of planned behavior theory. The intention to complain was associated with “confidence about complaining” and “standing up for one's rights” as well as with the prospect of getting a refund or replacement product. These findings indicate that complaining may be assisted when firms, in addition to providing redress, make sure that the expression of complaint is an easy, accepted, and predictable part of buyer–seller interaction. The theory of planned behavior was not well supported. Model fits were moderate and there were anomalous associations between belief products and global variables. The investigations used scenarios and, in one condition, the scenario appeared to produce a strong and unexpected shift in responses that could have occurred as a result of priming. This effect raises some doubt about the reliability of scenario methods.