The Effect of Regulatory Focus on Satisfaction
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.
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.
Remi Trudel, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
Kyle B. Murray, University of Western Ontario, Canada
NA - Advances in Consumer Research Volume 35 | 2008
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