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. 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 satisfaction.



Citation:

Remi Trudel and June Cotte (2007) ,"The Effect of Regulatory Focus on Satisfaction", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 336-336.

Authors

Remi Trudel, Ivey Business School, University of Western Ontario
June Cotte, Ivey Business School, University of Western Ontario



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Foods for Sharing: The Social Value of Handmade Foods

Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University

Read More

Featured

Product Transparency in Online Selling Mechanisms: Consumer Preference for Opaque Products

Lucas Stich, Ludwig-Maximilians-University Munich
Martin Spann, Ludwig-Maximilians-University Munich
Gerald Häubl, University of Alberta, Canada

Read More

Featured

It’s About Trust: The Diffusion of Deviant Consumer Behavior

Peter Voyer, University of Windsor

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.