The effects of outward communicator traits on complaint perception


Participants rated complaints delivered by individuals with differing gender and racial/ethnic traits in terms of severity/seriousness, interest, and fairness. Gender of complainer had no effect on any perceptions, but race/ethnicity of complainer produced significant effects in all three areas. Unexpectedly, complaints were rated more severe/serious, interesting, and fair when delivered by minorities compared to white individuals. Post hoc findings revealed that female respondents rated complaints higher in severity, interest, and fairness than males.

96th Annual Meeting of the National Communication Association
San Francisco, CA