The Basis of Four Personality Characteristics - Report Example

Practical Report Student’s Name University Affiliation Abstract This study examines “complainers” and “non-complainers” on the basis of four personality characteristics (perceived control, Machiavellianism, self-efficacy, self-monitoring) and attitude toward complaining. . This paper is aimed at examining some of the factors that come into play when examining the reasons why people complain together with the variables that come into perspective. These are majorly from the psychological point of view. The factors which bring about complaining were also examined. This methodology which will be employed in this case is the quantitative methodology. A sample of 256 first-year psychology students served as the participants. Data was gathered via a classroom questioner provided to the participants in the research. The results indicate that attitude toward complaining, perceived control and self-monitoring were significant discriminating variables between “complainers” and “non-complainers”. At the same time, the results were insignificantly related to the gender. Other variables tested such as self-efficacy and Machiavellianism were not significant. Research limitations/implications – The use of a student sample limits the findings beyond this group, however, student samples do tend to be representative of the general buying public. Therefore, it is suggested that the variables studied here should be further examined using a more diverse consumer sample. This paper makes a significant contribution to our understanding of complaint behavior through the exploration of consumer characteristics that have not before been examined within this realm. The practical was also conducted for the purpose of elucidating the students on some of the factors that come into play in the case of complaints on the part of consumers. Practical Report Introduction Complaining refers to the airing out of grievances which a particular person may have in relation to one thing or the other. In the course of consumer, interactions there are bound to be complaints, which will be received in the process. There are various reasons as to why this may happen and these may vary differently. There are some influential things, which come into play in examining the reasons that make people complain. These range from the character of the people to other external factors which they do not have control over (Bodey & Grace, 2006). The purpose of this research paper is to examine the factors that come into perspective when looking at the complaints, which people may be having. The particular group, which is in question, in this case is the consumer group. Various people complain due to various reasons. In most cases, they may be the victims and this is why they complain. At the same time, there are those individuals who benefit greatly from the complaints and the complaining individuals altogether (Kowalski, 1996). Literature Review The satisfaction of customers is something which each organization or firm that is in existence tries to achieve. This is through the products and services which may be on offer. The other thing, which may be of significance to the firm in this same regard, is the loyalty of the consumers. For this reason, the firms will go to whatever length for the purpose of making sure that the complaints that come about as a result of consumer dissatisfaction are kept to the minimum (Bodey & Grace, 2006). The thesis identified in this case is that the likelihood of complaining is positively correlated with levels of perceived dissatisfaction and the expected utility of complaining. Other factors such as internal loss of control, attitude of complaining, internal locus of control and extroversion are also positively correlated to complaining. Social anxiety, agreeableness and the need for approval are negatively correlated to complaining. Females are also noted to be more likely to complain in comparison to their male counterparts. There are a significant number of reasons as to why people complain. The main reason according to Kowalski, 1996 is that there is dissatisfaction on the part of the complainant. Actually, in this same case the consumers may be having the expectation that through the complaints, which they raise, there may be high utility (Kowalski, 1996). So because of what reasons do people complain? It is because of this that it can be said that the element of dissatisfaction and expected high utility are significant contributors to the complaints, which consumers have. There are also likely beneficiaries from the whole process of complaining. These are especially the people who have the zealous character and are more likely to be demanding of whatever situation is there. At the same time, there are the sort of individuals who will feel disadvantaged as a result of complaining. An example in this case is in relation to the people who are less vocal and of an introvert nature. Not everyone benefits from the complaints that come about. For example, the individuals who receive satisfaction instantaneously in whatever situation can also benefit in the process. People’s interactions with each other may bring about situations leading to frustration. In this case, the concerned parties will always look for a way through which they can vent out this anger and frustration. Cathartic complaining is seen to be a method that can bring about relief and as such, make a person feel better (Kowalski, 1996). Aims This paper is aimed at examining some of the factors that come into play when examining the reasons why people complain together with the variables that come into perspective. These are majorly from the psychological point of view. Hypotheses From this discussion, a hypothesis that can be developed is that the likelihood of an individual complaining is positively associated with the levels of perceived dissatisfaction on the part of the person and the notion of achieving utility from complaining. 1. The likelihood of complaining is positively correlated with levels of (a) perceived dissatisfaction and (b) the expected utility of complaining. 2. The likelihood of complaining is positively correlated with (a) extroversion, (b) neuroticism, (c) internal locus of control, and (d) attitude to complaining. 3. The likelihood of complaining is negatively correlated with (a) agreeableness, (b) social anxiety, (c) need for approval, and (d) self-monitoring. 4. Females are more likely to complain than are males. 5. The likelihood of complaining is unrelated to age. From the above, the most significant hypothesis is the fourth one. However, the results that were gathered proved that it is not only females who complain but males also have a high likelihood. After going through the literature review, there are some questions that can be asked. They include the following: How do complaints from customers relate to the products and services offered? Are consumer complaints related to their character traits? What are some of the externalities that may lead to complaints? What are some of the theses that can be developed as a result of this analysis? Research Methodology For the purpose of conducting this research, a sample population comprising of 1st year psychology students from an Australian University was chosen. The reason for this sample choice is that universities have a population comprising of individuals having all attributes especially about economic, political and social implications among others. There were some questions asked for the purpose of measuring the level of dissatisfaction. For example, how dissatisfied the participants would be from a given situation, the improvements that may be realized as a result of complaining, the likelihood of worsening the situation through complaints etc. The main aim of this research was for establishing the attitudes and reactions, which people have about consumer behaviors and the general tendency and possibility of complaining. Participants’ demographic information The individuals who were used in the research were 256 university students (72% female, 73% born in Australia) their ages ranged from 15 to 54 years (average = 22 years). Their average age was 22 years. A significant portion of this population comprised of females born in Australia. Materials This was done through the questionnaires used. At the same time, the character of the participants also came into scrutiny together with their ability to be in control of a situation. The questionnaire used analyzed the characteristics of the participants and their likelihood to complain. There was extraversion, agreeableness, social anxiety, neuroticism, internal locus of control and attitude of complaining. Item scales were then used to measure the results. Procedure The participants were presented with seven hypothetical scenarios and the possible responses that would be associated. After these revelations, they were then expected to make their reactions and indicate how dissatisfied/annoyed you would be, and how likely you would be to complain in the manner specified. After the participants had presented their reactions, these reactions would then be measured on an item scale which would then be used to illustrate their level of complaining. These item scales varied differently. For example, the individuals with an attitude to complaining were measured by a 4-scale item while those with a need for social approval were measured with a 10-item scale. Results From the results, it is established that there are various factors, which come into play and contribute to the complaints, which people have. Some of these factors are external while others are within the individual and therefore can be controlled. From the results, it was established that the average mean score of dissatisfaction among the male is 4.58 as compared to 4.72 for the female. Various means and correlation co efficiencies were also calculated in the process. However, these results that are based on gender are not considered as significant. The results show that as opposed to only women complaining, men also have a high likelihood to complain according to the results. The correlations between the variables are given in the table below: A strong positive correlation was shown between the attitude towards complaining and the likelihood of complaining. This shows that the attitude which a person has in relation to complaining is more likely to influence his chances of complaining. At the same time, there was moderate correlation between the age and the likelihood of complaining. Again, age acts as a determinant of whether a person is likely to complain or not. Discussion As aforementioned, the aim of the research is to examine some of the factors that come into play when examining the reasons why people complain together with the variables that come into perspective. These are majorly from the psychological point of view. The results that were established in the course of the research were well in support of the thesis. Some issues came to be established in the process of the research. Those individuals who are complainers have greater control of their lives and their environment. At the same time, they are more ambitious in the achievement of their goals. This is contrary to what the results pointed out in the case of the non-complainers (Bodey & Grace, 2006). It is significantly important for firms to understand the factors, which come into play in relation to customers. The results achieved are in support of some of the generated hypotheses. The results, which were realized, were well in support of the hypotheses. One of the major conclusions that can be put forth in this case is that in comparison to the internal factors within a person, the externalities also prove to be influential. These results may not be the same as those from previous researches. This may be because of the dynamic nature of consumer habits together with the increase in alternatives in the case of consumer goods. One of the possible weaknesses of the study is the fact that it was majorly conducted in a university environment. It may be more preferable to engage a wider sample. This would serve to bring out inclusive results as opposed to the skewed results achieved by use of only university students. The results gathered may be influential in pointing out some of the consumer habits and the factors that may lead to preference of some commodities as opposed to others. These findings can be used by developers of consumer products in the development of desirable products. Conclusion This study has served to point out that there are various differences, which lead to certain actions by individuals. This is about factors leading to complaints and the aspect of being temperamental. It can be pointed out that lack of satisfaction of expectations is a significant contributor to the people who complain. In addition, people more likely to complain are those having inner issues and they want a way of letting out their problems. References Bodey, K. & Grace, D. (2006). Segmenting service “complainers” and “non-complainers” on the basis of consumer characteristics. Journal of Services Marketing, 20, 178-187. Kowalski, R. M. (1996). Complaints and complaining: Functions, antecedents, and consequences. Psychological Bulletin, 119, 179-196. Read More