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.
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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