The Effect of Regulatory Focus on Satisfaction

Remi Trudel, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
Kyle B. Murray, University of Western Ontario, Canada
In two experiments we show that the motivation and manner with which a consumer makes a decision influences satisfaction. Specifically, individuals with a promotion focus experience greater levels of satisfaction, as a result of positive disconfirmation, than those individuals with a prevention focus. Also, individuals with a promotion focus experience greater dissatisfaction as a result of negative disconfirmation, than those with a prevention focus. These findings provide convergent evidence of the effects of regulatory focus on decision-making. More importantly, our findings show that the motivational dimensions of consumer decision-making influence ultimate consumer satisfaction.
[ to cite ]:
Remi Trudel, June Cotte, and Kyle B. Murray (2008) ,"The Effect of Regulatory Focus on Satisfaction", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 229-232.