Consumer Goal Orientation in Different Service Contexts: the Different Impacts of Affect on Perceived Quality and Satisfaction
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.
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.
Cheng Lu Wang, University of New Haven, U.S.A.
Ying Jiang, University of Connecticut, U.S.A.
NA - Advances in Consumer Research Volume 34 | 2007
Trust No One. Verify Everything: Bitcoin
Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada
The Effects of Being Time Poor and Time Rich on Happiness
Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases
Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA