Title

The Effect of Motivation to Process on Consumers Satisfaction Reactions

Document Type

Article

Publication Date

1994

Department

Marketing and Fashion Merchandising

Abstract

This paper investigates potential moderating effects of the relationship between important explanatory variables and consumer satisfaction. Recent developments in assimilation-contrast theory suggest that involvement may change the satisfaction judgment process. Specifically, as involvement increases so should the likelihood of contrast, resulting in relatively more extreme satisfaction scores. Consistent with this reasoning, experimental results reported here support the moderating ability of involvement. Conversely, the potential priming effect of mood on reference standards is evidenced only under relatively low involvement.

Publication Title

Advances in Consumer Research

Volume

21

First Page

406

Last Page

411