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
Recommended Citation
Babin, B. J.,
Griffin, M.,
Babin, L.
(1994). The Effect of Motivation to Process on Consumers Satisfaction Reactions. Advances in Consumer Research, 21, 406-411.
Available at: https://aquila.usm.edu/fac_pubs/7158