Anger, catharsis, and purchasing behavior following aggressive customer complaints

This study employed the responses of 237 subjects to questions regarding the emotions they experienced while complaining about products or organizations to test a neo‐Freudian catharsis hypothesis concerning the consequences for repeat purchasing of angry customer complaints. Aggressive complaining frequently led to the psychologically gratifying relief of frustration, and hence to higher post‐complaint levels of regard for the product or supplying firm. Identifies sub‐groups of customers possessing specific personal characteristics (extreme type‐A, type‐B personalities, low self‐esteem, guilt‐propensity); examines disparities in the patterns of complaining behavior of the various categories; and assesses the implications of the differences observed. Of the respondents who reported having complained angrily, 82 percent continued to buy the products (or use particular suppliers). Some even increased purchasing levels. Concludes that firms should actively encourage assertive complaining by customers so that the beneficial consequences of catharsis may be obtained.