the right to be heard and to be understood a conceptual framework for consumer protection in emergin

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1、InternationalJournalofConsumerStudiesISSN1470-6423Therighttobeheardandtobeunderstood:aconceptualframeworkforconsumerprotectioninemergingeconomiesSunéDonoghueandHelenaM.deKlerkDepartmentofConsumerScience,UniversityofPretoria,Pretoria,SouthAfricaKeywordsAbstractConsumercomplain

2、tbehaviour,consumerism,redressenvironment.Inmanyemergingeconomiesanddevelopingcountries,comprisingconsumersfromdifferentculturesandwithvaryingdegreesofsophistication(knowledgeandskill)con-Correspondencecerningconsumerprotection,thepromotionofconsumersrightstodevelopaconsumer-

3、SunéDonoghue,DepartmentofConsumerorientedcultureremainsaverybigchallenge.Onewayofprotectingtheconsumer,Science(Room3-14),UniversityofPretoria,especiallytheconsumerthathasnotbeenfullysocializedtoexecuteinformeddecisionsPretoria,SouthAfrica.whenpurchasingexpensivedurables,isbye

4、stablishingaredressenvironmentthatwouldE-mail:Sune.Donoghue@up.ac.zaensurefairredressaswellasanunderstandingandappreciationoftheconsumer.Manu-facturersandretailersareoftennotawareoftheperformancefailuresthatconsumersdoi:10.1111/j.1470-6431.2009.00773.xexperienceconcerningthei

5、rproductsbecausemanypeopledonotcommunicatetheirdissatisfactionstothem.However,unlessanduntilmanufacturersandretailersfullycom-prehendtheircustomerscomplaintbehaviour,theirreasonsforengaginginspecificcomplaintbehaviourandthereasoning(cognitiveprocesses)andemotionalprocessesbehi

6、ndtheirbehaviour,theywillnotrecognizethelinkbetweencomplainthandlingandcustomerloyaltyandprofits.Thepurposeofthispaperwastodevelopatheoreticalconceptualframeworkthatwouldenableconsumerscientists,consumerconsultants,consumerbehaviourresearchersandthosewiththeresponsibilityofhan

7、dlingconsumercomplaintstoexploreandunderstandconsumercomplaintbehaviourinitsentirety.Wearguethat,tobeabletoestablishandmanagearedressenvironmentthatischaracterizedbyanunderstandingofthespecificconsumeraswellasbyeffectivecomplaintbehaviourhandling,itisoftheutmostimpor-tancethat

8、themanufacturer,retailer,consumerconsultantandallthosethatworkwithco