Consumer Goal Orientation in Different Service Contexts: the Different Impacts of Affect on Perceived Quality and Satisfaction

Cheng Lu Wang, University of New Haven, U.S.A.
Ying Jiang, University of Connecticut, U.S.A.
Consumers’ goal orientation has played a very important role in various aspects of consumer behavior. This research examines the impact of affect (pleasure and arousal) on perceived service quality and satisfaction in different service contexts in which consumers’ major goal orientation is either task-fulfillment, pleasure-seeking, or arousal-seeking. Results from two studies show that pleasure/arousal has a direct impact on satisfaction when it is the major consumption motive. Such an effect is mediated by perceived service quality when pleasure/arousal is not the major consumption motive. Finally, pleasure/arousal has no impact on perceived service quality and satisfaction when the major consumption motive is task-fulfillment.
[ to cite ]:
Cheng Lu Wang and Ying Jiang (2007) ,"Consumer Goal Orientation in Different Service Contexts: the Different Impacts of Affect on Perceived Quality and Satisfaction", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 349-352.