Testing Antecedents and Moderators in Product Evaluation: Towards a New Model of Consumer Satisfaction

The present research illustrates a preliminary version of the Knowledge-Hope Model of consumer satisfaction and reports the results obtained from two connected studies that supported its predictions. The proposed model is based on a conceptual re-formulation of the traditional disconfirmation paradigm (cf. Oliver 1997) and hypothesizes that satisfaction judgments are determined by either the schematic knowledge consumers hold about a product or their personal hopes associated with its consumption, depending on specific contextual factors, such as motivational dominance and involvement. Theoretical and marketing implications are discussed.


Alessandro M. Peluso and Gianluigi Guido (2011) ,"Testing Antecedents and Moderators in Product Evaluation: Towards a New Model of Consumer Satisfaction", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 545-546.


Alessandro M. Peluso, LUISS University of Rome, Italy
Gianluigi Guido, University of Salento, Lecce, Italy


E - European Advances in Consumer Research Volume 9 | 2011

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