The influence of cardinal-, central-, and surface-level personality traits on consumers' bargaining and complaint intentions

This study investigates the possibility that a limited set of basic personality traits may underlie dispositions to bargain and to complain. A hierarchical model of personality was employed to investigate the relationship between cardinal-, central-, and surface-level traits and their influence on behavioral intentions. A sample of adult respondents was randomly split into two groups and multiple-group structural-equation modeling techniques were employed. The analysis revealed that the hierarchical model fit the data from both samples well and that substantial variance in the endogenous constructs was explained. Managerial implications of understanding the traits associated with bargaining and complaining are discussed. (C) 2001 John Wiley & Sons, Inc.