The Effect of Motivation to Process on Consumers Satisfaction Reactions
Marketing and Fashion Merchandising
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.
Advances in Consumer Research
Babin, B. J.,
(1994). The Effect of Motivation to Process on Consumers Satisfaction Reactions. Advances in Consumer Research, 21, 406-411.
Available at: http://aquila.usm.edu/fac_pubs/7158