Depends on the price of an item relative to one's wealth. I pulled the book on a seller just once in my life - I had a shitty job, and I saved up for an expensive tablet, only to get one that was broken and have the seller (a big brand in my country) try to weasel out of replacing it. It took a strongly worded letter to company's HQ to finally get them to replace the product, and while I was ultimately successful, the whole experience was pretty mentally taxing. I'd say taxing enough that it's not worth it if the item costs less than 10% of your monthly income.

However, I do know of people who fight for their rights as consumers as a matter of principle, and I actually applaud them. They do a good work for the commons.