Assertiveness and aggressiveness as potential moderators of consumers' verbal behavior following a failure of service. 1998

S R Swanson, and R P McIntyre
Department of Marketing, East Carolina University, Greenville, North Carolina 27858-4353, USA. SWANSONS@MAIL.EDU.ECU

49 men and 37 women participated in a study of the relationships among assertiveness, aggressiveness, and verbal intentions. Findings suggest that as a person's social network extends out from family to others. Nonassertive and Aggressive persons are less likely to discuss a problem with service and their response. However, more assertive consumers are significantly more likely to discuss these same circumstances with acquaintances and others. The nature of intended verbal communications was positive for Assertive relative to Nonassertive consumers. Sex of the subject did not appear to be of importance.

UI MeSH Term Description Entries
D008297 Male Males
D008875 Middle Aged An adult aged 45 - 64 years. Middle Age
D003258 Consumer Behavior Behavior associated with the procurement of goods, services, or experiences. Consumer Preference,Consumer Satisfaction,Behavior, Consumer,Behaviors, Consumer,Consumer Behaviors,Consumer Preferences,Preference, Consumer,Preferences, Consumer,Satisfaction, Consumer
D005260 Female Females
D006801 Humans Members of the species Homo sapiens. Homo sapiens,Man (Taxonomy),Human,Man, Modern,Modern Man
D000328 Adult A person having attained full growth or maturity. Adults are of 19 through 44 years of age. For a person between 19 and 24 years of age, YOUNG ADULT is available. Adults
D000374 Aggression Behavior which may be manifested by destructive and attacking action which is verbal or physical, by covert attitudes of hostility or by obstructionism. Aggressions
D001242 Assertiveness Strongly insistent, self-assured, and demanding behavior. Assertivenesses
D014705 Verbal Behavior Includes both producing and responding to words, either written or spoken. Behavior, Verbal,Behaviors, Verbal,Verbal Behaviors

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