The relative influence of affective experience on consumer satisfaction under positive versus negative discrepancies

This study investigates the relative influence of affective experience on satisfaction judgments in the expectancy-discrepancy paradigm(Oliver 1977, 1993). Based on the asymmetrical effects of positive and negative events, it is argued that the impact of affect on satisfaction varies asymmetrically across positive and negative discrepancies between perceived performance and expectations. In the context of course evaluations conducted at a Korean university, the relative influence of effect on satisfaction judgments was compared between positive-discrepancy and negative-discrepancy groups. It was found that affect was more predictive of satisfaction for negative discrepancies than for positive ones; and, for the negative-discrepancy group, affect was more predictive of satisfaction than was discrepancy. The implications of these findings are discussed.
Publisher
Consumer Satisfaction, Dissatisfaction & Complaining Behavior, Inc
Issue Date
2001
Language
ENG
Citation

JOURNAL OF CONSUMER SATISFACTION, DISSATISFACTION AND COMPLAINING BEHAVIOR, v.14, pp.141 - 153

ISSN
0899-8620
URI
http://hdl.handle.net/10203/4132
Appears in Collection
MT-Journal Papers(저널논문)
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