Consumer Assertiveness and Aggressiveness Scale

What it measures

The CAAS is a validated measure of two distinct consumer interaction styles in marketplace complaint situations, adapted from interpersonal behaviour theory. Richins (1983) drew on Alberti and Emmons' (1974) framework distinguishing assertive from aggressive interpersonal behaviour, applying it to consumer complaint contexts. Assertiveness captures the tendency to express dissatisfaction and seek redress in a calm, direct, and firm manner that respects both one's own rights and the rights of service providers — the disposition to complain effectively without hostility or undue aggression. Aggressiveness captures the tendency to express dissatisfaction in a hostile, demanding, and confrontational manner that disregards the rights or feelings of service employees — the disposition to escalate complaints inappropriately. The two dimensions are theoretically and empirically distinct: Assertiveness is associated with constructive complaint behaviour, higher complaint resolution satisfaction, more frequent formal complaint filing, and willingness to seek redress through established channels. Aggressiveness is associated with hostile complaint encounters, escalated service failures, lower resolution satisfaction, and negative outcomes for both consumers and service employees. The CAAS predicts the style and effectiveness of consumer voice behaviour and has been used in research on service recovery, consumer complaint management, dysfunctional customer behaviour, and customer aggression toward service workers. Richins (1983) demonstrated that assertiveness predicts complaint making while aggressiveness predicts aggressive escalation tactics but not overall complaint frequency.

Response format

5-point Likert (1=strongly disagree to 5=strongly agree); two subscales scored separately; subscales averaged

Scale items

Assertiveness — ASRT (7 items): tendency to express dissatisfaction and seek redress in a calm, direct, and firm manner that respects one's own rights and those of service providers. 5-point Likert (1=strongly disagree to 5=strongly agree). Items averaged.

• When a product does not work properly, I tell the seller and ask for a replacement or refund.
• I am confident that I can get what I am owed from a company when I have a legitimate complaint.
• When I have a complaint, I clearly and calmly explain the problem to the person responsible.
• I follow up with companies when a problem has not been resolved to my satisfaction.
• I am not afraid to ask for what I am entitled to when I have a problem with a purchase.
• I persist in seeking a resolution to my complaint until the problem is fixed.
• I express my dissatisfaction directly and specifically so that the company can address it.

Aggressiveness — AGGR (7 items): tendency to express dissatisfaction in a hostile, confrontational, or demanding manner that disregards the rights or feelings of service employees. 5-point Likert. Items averaged.

• When I have a complaint, I am willing to make a scene if necessary to get satisfaction.
• I find that raising my voice helps get problems resolved when dealing with stores or companies.
• When a company does not satisfy my complaint, I threaten to take further action immediately.
• I am not concerned about being rude if it helps me get the service I deserve.
• I tend to get angry quickly when a company fails to resolve my complaint to my satisfaction.
• I have been known to demand to speak to a manager in a forceful or angry way.
• I do not mind intimidating service employees if it means getting my problem resolved.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The Assertiveness and Aggressiveness subscales should be reported and tested separately. High Assertiveness is associated with constructive outcomes for both consumers and firms; high Aggressiveness predicts hostile service encounters and is associated with consumer verbal aggression and dysfunctional behaviour. In service recovery research, CAAS can be used to segment complainants by interaction style and to predict which customers will escalate versus resolve complaints cooperatively. Aggressiveness items may elicit social desirability bias — consider anonymity guarantees when administering. The CAAS was developed and validated with US consumer samples; cultural norms around complaint expression vary substantially and may attenuate cross-cultural validity.

Recommended companion scales

Citation

Richins, M.L. (1983). An analysis of consumer interaction styles in the marketplace. Journal of Consumer Research, 10(1), 73–82.

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