The interplay of consumers’ appraisals, emotions and complaint behaviour.

      Аннотация: 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.

Ключевые слова: consumer appraisals, interplay of emotions, complaint behaviour, coping behaviors, perceived quality theory, manufacturers & retailers, household appliances, Dissatisfaction, post purchase, female consumers, Botswana, consumers behaviors