This thesis focuses on two under-researched areas of consumer behaviour: conflict handling styles and consumer bargaining. As illustrated in this thesis, consumer bargaining is a substantial and important behaviour that has rarely been studied from a consumer perspective. Further, conflict handling, which is considered an important and wellresearched phenomenon in an organisational context, has been rarely applied to consumer behaviour, despite the potential for conflict in many areas. The aims of this thesis were to a) examine consumer bargaining behaviour across a variety of culturally diverse nations; b) develop and validate a new instrument to measure conflict handling styles; and c) examine the relationships between the likelihood of consumer bargaining, preferred conflict handling styles, and personal values. Consumer bargaining was found to be common in both developed and developing nations. Respondents from Australia and Germany reported bargaining for a broad range of products that vary in their prices, including cars, electronics, appliances, clothing, and computers. Bargaining in South Korea was even more common, including everyday purchases like clothing, and food and drink. Finally, bargaining in Brazil was almost as common as in South Korea, and also included expensive consumer durable purchases, such as electronic products and cars, in addition to everyday purchases, such as clothing, and food and drink. The conflict handling style instrument developed in this project had convergent validity with existing ratings scales, reproduced the theorised structure of the dual-concerns model of conflict handling, and had predictive validity in a service recovery context. The benefits iii of the new scale over existing ratings scales include: a) capturing relative preference for the conflict handling styles; b) reduction of sources of common method variance; c) reduction of ratings scale response biases; and d) reduction of numerical effect biases, such as different perceived distances between response categories. The newly developed scale was also used to assess the hypothesised relationships between personal values, conflict handling styles, and consumer bargaining intensity in a developed Western country (Germany). As expected, the dominate conflict handling style was positively related, while the avoid conflict handling style was negatively related to consumer bargaining intensity. Although no relationship was found between personal values and consumer bargaining intensity, personal values were found to be an antecedent of conflict handling styles. Specifically, the power value type was found to be a positive predictor of the dominate conflict handling style, while benevolence and social universalism were found to be positive predictors of the integrate conflict handling style.

Since conflict studies became its own independent field, it has developed rapidly. Some argue conflict researchers must demonstrate that while conflict occurs at different social levels (e.g., inter-personal to international), there must be sufficient common attributes to justify its existence as an independent field. This justification requires formal theory based on a multi-disciplinary approach. Since its introduction in 1964, the substantive Dual Concerns Model (DCM) and subsequent iterations, have provided the basis for instruments used to research conflict management, behavior, mode, and style outside the narrow scope of its original sample group of Caucasian male managers within a large American industrial plant. Instruments based on the DCM were used to represent conflict behavior within, between, and across cultures. An emic theory was expanded to etic theory and used in place of formal theory. Therefore, this theoretical dissertation fills this void and develops formal (etic) theory. This researcher used comparative analysis to examine 187 quantitative studies from a variety of disciplines, with a cumulative sample size from these studies of 63,619 individuals. These studies examined conflict resolution behavior individually or with 274 other variables to provide the framework for developing a formal theory. The finding of this research is the development of the Pierre-Louis Conflict Continuum Model (PCCM), which examines behavior through the dimensions of cultural values, as represented by individualism and collectivism, and legitimacy of power and ideology. This research contributes a new theoretical paradigm to the field of conflict studies.