The dissatisfaction of consumers is a central subject in marketing and a very important one for companies. The success or failure of an organization is subject to the consumers` responsiveness since they are the ones who will be satisfied or dissatisfied with the product and/or service offered for sale. The focus of this study is the consumer’s dissatisfaction that, when properly observed by the company, can either help it to correct possible mistakes made in relation to the goods and/or services sold or can even be taken as basis to create new products. Besides discussing the consumer`s dissatisfaction issue, the study also draws attention to a factor that may influence the behaviour of a dissatisfied consumer: culture. In order to analyse whether culture really has influence on consumers` behaviour, a qualitative inquiry was carried out by interviewing 20 French who, most of them, live in Paris. The results obtained are compared with the results found by Chauvel (2000) in the research he did with 33 consumers in the city of Rio de Janeiro. Through this comparison, it is possible to notice the existence of similarities and differences in the interpretations and behaviour of the consumers from each culture. National and international literature is deficient with regard to the issue of culture`s influence upon the behaviour of dissatisfied consumers. For that reason, this study aims to contribute for the advance in the knowledge on this subject by getting initial elements as far as the mentioned influence is concerned. The results present a description of the similarities and differences observed and they attempt to relate them to the sociocultural framework of each country. Suggestions for future researches are delineated at the end of the study.