as typical situations in which assertive behavior is called for, there has to our knowledge only been one published research study on assertiveness in a buyer-seller. Rubin., eds., Advances in Behavior Therapy, (New York: Academic Press, 1972 13-18. An investigation of social self-efficacy expectations and assertiveness in multi-program high school students. Although there is, to our knowledge, no programs that are specifically tailored to consumers, many universities now offer courses in assertive training in their extension programs. Khazaie F, Shairi MR, Heidari-Nasab L, Jalali. Relations Among Self-efficacy, Emotional Intelligence and Perceived Social Support in University Students. To further refine the role of assertiveness in a consumer context should be an interesting task. Self-reports, behavioral responses, as well as physiological measures have been used with varying degrees of success (Hersen., 1973).
The purpose of such training is to help people communicate more effectively their feelings and opinions in all kinds of social and professional settings. Journal of New Psychological Research (Tabriz University) 2009;4:113128. Kraft, "Consumer Perceptions of Business Fraud: A Key Variable in Complaint and Repatronage Behavior paper presented at the Southwestern Marketing Association meeting, New Orleans, March 23-26, 1977. The person who behaves aggressively does not recognize the potential consequences of his action and does not assume responsibility for them. Consequently, one would expect that both assertive and aggressive individuals would be more likely than non-assertive individuals to complain to a company if dissatisfied with the product or service. Fensterheim, "Assertive Methods and Marital Problems. This paper describes such an exploratory study of the relationship between complaint tendency and the personality traits of assertiveness and aggressiveness. Complaining to the retail store when a product fails to meet prior expectations. (New York: Holt, Rinehart and Winston, Inc., 1963). Journal of Family Research. Both aggressiveness and assertiveness account for more of the variation in situations of satisfaction blockage due to product unavailability, than they do when frustration is caused by product failure in meeting expectations. From an economic perspective, consumer complaints complement purchase choices as signals to producers to adjust the allocation of society's limited resources.