Abstract: The consumers may make complaints by diversified ways after dissatisfying purchases. Based on the questionnaire survey data from 2966 consumers in the industries of refrigerator, air conditioner and washing machine, the present study made a comparative research on complaint behavior by ANOVA. It was found that the voicing consumers exhibit significantly higher brand image perception, satisfaction and repurchase intention than those who make negative word-of-mouth or boycott. The cognitive psychological theories were then employed to explain the decision and influence of different types of complaint behavior. Thus, the enterprises should encourage the consumers to make voice.

Key words: voice, negative word-of-mouth, boycott