The interplay of consumers' appraisals, emotions and complaint behaviour

The liberalization of trade and globalization of markets have enabled the global distribution of information and products, hence sophisticated consumer products like major household appliances which were commonly used in developed countries have found their footing in third world sub- Saharan countries with emerging economies like Botswana. To gain empirical evidence of the nature of major household appliances' performance failures, how dissatisfied consumers cognitively appraise product failure and consequent experience in handling the negative event, the book explored through a survey the experiences of 200 female consumers in Gaborone- Botswana. Predominantly, female respondents engaged in problem- focused coping strategies which were confrontational and aimed at external sources like retailers/manufacturers. These findings have both salient and practical implications for retailers/manufacturers, educators, policy makers, consumer protection organizations and consumers scientists to help consumers to function well in the marketplace encounters.

Autorentext

Beauty Isaac studied Consumer Science and Home Economics at University of Pretoria & Botswana respectively. She is a program coordinator, Manager and Divisional Head with Kanye Administrative Authority- Southern District in Botswana. She is an author and researcher who would love to see consumers always making informed decisions.