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.
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.
Remi Trudel, Ivey Business School, University of Western Ontario
June Cotte, Ivey Business School, University of Western Ontario
E - European Advances in Consumer Research Volume 8 | 2007
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