Donoghue, SuneStrydom, NinaAndrews, LyndaPentecost, RobinDe Klerk, Helena Maria2016-06-092016-05Donoghue, S, Strydom, N, Andrews, L, Pentecost, R & De Klerk, HM 2016, 'Differences between Black and White South Africans in product failure attributions, anger and complaint behaviour', International Journal of Consumer Studies, vol. 40, no. 3, pp. 257-267.1470-6423 (print)1470-6431 (online)10.1111/ijcs.12250http://hdl.handle.net/2263/52928The purpose of this research is to extend an understanding of how Black and White South African consumers’ causal attributions for major household appliance performance failures impact on their anger and subsequent complaint behaviour. A survey was administered to Black and White South African consumers who were dissatisfied with the performance of a major household appliance item. Respondents resided in a major metropolitan area. The findings showed that, compared to Whites, the Black South Africans felt a low but significantly higher external locus of causality and lower control, and experienced a higher level of anger regarding product failure. The level of anger determined the decision to take complaint action, but racial group determined the type of action taken. Blacks complained more actively to retailers and engaged more in private complaint action than Whites. These findings may show that Black South Africans are developing a more individualistic orientation as consumers. Therefore, researchers should consider the effect of cultural swapping when researching consumer behaviour in multicultural countries. Implications for retailers in terms of complaint handling are indicated.en© 2015 John Wiley & Sons Ltd. This is the pre-peer reviewed version of the following article : Differences between Black and White South Africans in product failure attributions, anger and complaint behaviour, International Journal of Consumer Studies, vol. 40, no. 3, pp. 257-267, 2016. doi : 10.1111/ijcs.12250. The definite version is available at : http://onlinelibrary.wiley.comjournal/10.1111/(ISSN)1470-6431.Product failure attributionsAngerRaceConsumer complaint behaviourEmerging marketsSouth Africa (SA)Postprint Article