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.

Citation:

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.