A general model of satisfaction formation is proposed that extends the seminal disconfirmation of expectations model by explicitly incorporating the processing of both chosen and nonchosen alternatives. Using presidential election data, the results show that satisfaction with the nonchoice does remain salient in the determination of overall postchoice satisfaction. Disconfirmation related to either the chosen or the nonchosen alternative influences satisfaction with both the chosen and the nonchosen alternative. Overall, the model suggests that the nonchoice alternative may continue to be relevant in the satisfaction formation process.
Get full access to this article
View all access options for this article.
References
1.
Anderson, Eugene W.
, Claes Fornell, and Donald R. Lehmann. 1994. "Customer Satisfaction, Market Share, and Profitability: Findings From Sweden."Journal of Marketing58 (July): 53-66.
2.
Anderson, Eugene W.
, Claes Fornell, Donald R. Lehmann and Mary W. Sullivan. 1990. "The Antecedents and Consequences of Customer Satisfaction for Firms."Marketing Science12 (Spring): 125-143.
3.
Barbeau, J. Bradley
. 1985. "Predictive and Normative Expectations in Consumer Satisfaction: A Utilization of Adaption and Comparison Levels in a Unified Framework." In Consumer Satisfaction, Dissatisfaction, and Complaining Behavior Conference Proceedings. Ed. H. Keith Hunt. Bloomington, IN: Indiana University School of Business, 27-32.
4.
Bearden, William O.
and Jesse E. Teel. 1983. "An Investigation of Personal Influences on Consumer Complaining."Journal of Marketing Research20 (February): 21-28.
5.
Bell, David E.1982. "Regret in Decision Making Under Uncertainty."Operations Research30 (5): 961-981.
6.
Bettman, James R.
and Mita Sujan. 1987. "Effects of Framing on Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers."Journal of Consumer Research14 (September): 141-154.
7.
Biddle, Stuart J. H.
and Andrew B. Hill. 1988. "Causal Attributions and Emotional Reactions to Outcome in a Sporting Contest."Journal of Personality and Individual Differences9 (2): 213-223.
8.
Biddle, Stuart J. H.
and Andrew B. Hill1992. "Attributions for Objective Outcome and Subjective Appraisal of Performance: Their Relationship With Emotional Reactions in Sport."British Journal of Social Psychology31 (September): 215-226.
9.
Biehal, Gabriel J.
and Dipankar Chakravarti. 1986. "Consumers' Use of Memory and External Information in Choice: Macro and Micro Perspectives."Journal of Consumer Research12 (March): 382-405.
10.
Bitner, Mary Jo.1990. "Evaluating Service Encounters: The Effect of Physical Surroundings and Employee Responses."Journal of Marketing54 (April): 69-82.
11.
Bitner, Mary Jo.
and Amy R. Hubbert. 1993. "Encounter Satisfaction Versus Overall Satisfaction Versus Quality." In Service Quality: New Directions in Theory and Practice. Eds. Roland T. Rust and Richard L. Oliver. Newbury Park, CA: Sage, 72-94.
12.
Bolfing, Claire P.
and Robert B. Woodruff. 1988. "Effects of Situational Involvment on Consumers' Use of Standards in Satisfaction/Dissatisfaction Processes."Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior1: 16-24.
13.
Bolton, Ruth N.
and James H. Drew. 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value."Journal of Consumer Research17 (March): 375-384.
14.
Boulding, William
, Ajay Kalra, Richard Staelin, and Valarie A. Zeithaml. 1993. "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions."Journal of Marketing Research30 (February): 7-27.
15.
Cadotte, Ernest R.
, Robert B. Woodruff, and Roger L. Jenkins. 1987. "Expectations and Norms in Models of Consumer Satisfaction."Journal of Marketing Research24 (3): 305-314.
16.
Calder, Bobby J.
, Lynn W. Phillips, and Alice M. Tybout. 1981. "Designing Research for Application."Journal of Consumer Research8 (2): 197-207.
17.
Churchill, Gilbert A., Jr.
and Carol Surprenant. 1982. "An Investigation Into the Determinants of Consumer Satisfaction."Journal of Marketing Research19 (November): 491-504.
18.
Croxton, Jack S.
, Daniel Chiacchia, and Christine Wagner. 1987. "Gender Differences in Attitudes Towards Sports and Reactions to Competitive Situations."Journal of Sport Behavior10 (September): 167-177.
19.
Croxton, Jack S.
, Daniel Chiacchia, Christine Wagner and B. G. Klonsky. 1982. "Six Differences in Causal Attributions for Success and Failure in Real and Hypothetical Sport Settings."Sex Roles8: 399-409.
20.
Dröge, Cornelia
and Diane Halstead. 1991. "Postpurchase Hierarchies of Effects: The Antecedents and Consequences of Satisfaction for Complainers Versus Non-Complainers."International Journal of Research in Marketing8 (November): 315-328.
21.
Festinger, Leon
. 1957. A Theory of Cognitive Dissonance. Stanford, CA: Stanford University Press.
22.
Fornell, Claes
and Birger Wernerfelt. 1987. "Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis."Journal of Marketing Research24 (November): 337-346.
23.
Gardial, Sarah Fisher
, D. Scott Clemons, Robert B. Woodruff, David W. Schumann, and Mary Jane Burns. 1994. "Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences."Journal of Consumer Research20 (March): 548-560.
24.
Gardial, Sarah Fisher
, Robert B. Woodruff, Mary Jane Burns, David W. Schumann, and D. Scott Clemons. 1993. "Comparison Standards: Exploring Their Variety and the Circumstances Surrounding Their Use."Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior6: 63-73.
25.
Guttman, Jonathan
. 1982. "A Means-End Chain Model Based on Consumer Categorization Processes."Journal of Marketing46 (Spring): 60-72.
26.
Halstead, Diane
, David Hartman, and Sandra L. Schmidt. 1994. "Multi-source Effects on the Satisfaction Formation Process."Journal of the Academy of Marketing Science22 (Spring): 114-129.
27.
Halstead, Diane
, David Hartman, Sandra L. Schmidt and Thomas J. Page, Jr.1992. "The Effects of Satisfaction and Complaining Behavior on Consumer Repurchase Intentions."Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior5:1-11.
28.
Hauser, John R.
, Duncan Simester, and Birger Wernerfelt. 1994. "Customer Satisfaction Incentives."Marketing Science13 (Fall): 327-350.
29.
Houston, David A.
, Steven J. Sherman, and Sara M. Baker. 1991. "Feature Matching, Unique Features, and the Dynamics of the Choice Process: Predecision Conflict and Postdecision Satisfaction."Journal of Experimental Social Psychology27 (5): 411-430.
30.
Johnson, Michael D.1988. "Comparability and Hierarchical Processing in Multialternative Choice."Journal of Consumer Research15 (December): 303-314.
31.
Johnson, Michael D.
, Eugene W. Anderson, and Claes Fornell. 1995. "Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework."Journal of Consumer Research21 (March): 695-707.
32.
Jöreskog, Karl G.
and Dag Sörbom. 1989. LISREL 7: A Guide to the Program and Applications, 2d ed.Chicago: SPSS.
33.
Keaveney, Susan M.1995. "Customer Switching Behavior in Service Industries: An Exploratory Study."Journal of Marketing59 (April): 71-82.
34.
Loomes, Graham
and Robert Sugden. 1982. "Regret Theory: An Alternative Theory of Rational Choice Under Uncertainty."The Economic Journal92 (December): 805-824.
35.
Mano, Haim
and Richard L. Oliver. 1993. "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction."Journal of Consumer Research20 (December): 451-466.
36.
Newman, Bruce I.
and Jagdish Sheth. 1987. A Theory of Political Behavior. New York: Praeger.
37.
Oliver, Richard L.1980. "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions."Journal of Marketing Research17 (November): 460-469.
38.
Oliver, Richard L.1993. "Cognitive, Affective and Attribute Bases of the Satisfaction Response."Journal of Consumer Research20 (December): 418-430.
39.
Oliver, Richard L.
and William O. Bearden. 1983. "The Role of Involvement in Satisfaction Processes." In Advances in Consumer Research, Vol. 10. Eds. Richard P. Bagozzi and Alice M. Tybout. Ann Arbor, MI: Association for Consumer Research, 250-255.
40.
Oliver, Richard L.
, William O. Bearden and Wayne S. DeSarbo. 1988. "Response Determinants in Satisfaction Judgments."Journal of Consumer Research14 (March): 495-507.
41.
Oliver, Richard L.
, William O. Bearden, Wayne S. DeSarbo and John E. Swan. 1989. "Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach."Journal of Marketing53 (April): 21-35.
42.
Olshavsky, Richard W.
and John A. Miller. 1972. "Consumer Expectation, Product Performance and Perceived Product Quality."Journal of Marketing Research9 (February): 19-21.
43.
Park, C. Whan
and Daniel C. Smith. 1989. "Product-Level Choice: A Top-Down or Bottom-Up Process?"Journal of Consumer Research16 (December): 289-299.
44.
Peterson, Robert A.
and William R. Wilson. 1992. "Measuring Customer Satisfaction: Fact and Artifact."Journal of the Academy of Marketing Science20 (Winter): 61-71.
45.
Petty, Richard E.
and John T. Cacioppo. 1981. Attitudes and Persuasion: Classic and Contemporary Approaches. New York: William C. Brown.
46.
Petty, Richard E.
and John T. Cacioppo1986. "The Elaboration Likelihood Model of Persuasion." In Advances in Experimental Social Psychology, Vol. 19. Ed. L. Berkowitz. San Diego: Academic Press, 123-205.
47.
Pinney, James Kent
, Larry Strate, and Leonard E. Goodall. 1989. "Constrained Satisfaction: Legal Constraints Upon Consumer Behavior in the Consumption of Alcoholic Beverages and Implications for Public Policy."Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior2: 36-42.
48.
Prakash, Ved
. 1984. "Validity and Reliability of the Confirmation of Expectations Paradigm as a Determinant of Consumer Satisfaction."Journal of the Academy of Marketing Science12 (Fall): 63-76.
49.
Prakash, Ved
and John W. Lounsbury. 1984. "The Role of Expectations in the Determination of Consumer Satisfaction."Journal of the Academy of Marketing Science12 (Summer): 1-17.
50.
Reichheld, Frederic F1993. "Loyalty-Based Management."Harvard Business Review71 (March-April): 64-74.
51.
Roberts, Johnie L.1992. "Pollsters Hope Commercial Clients Elect to Note Finns' Work During Campaign."Wall Street Journal (November 9):9.
52.
Rust, Roland T.
and Anthony J. Zahorik. 1993. "Customer Satisfaction, Customer Retention, and Market Share."Journal of Retailing69 (Summer): 193-215.
53.
Sheth, Jagdish N.
and Atul Parvatiyar. 1995. "Relationship Marketing in Consumer Markets: Antecedents and Consequences."Journal of the Academy of Marketing Science23 (Fall): 255-271.
54.
Simonson, Itamar
. 1992. "The Influence of Anticipating Regret and Responsibility on Purchase Decisions."Journal of Consumer Research19 (June): 105-117.
55.
Singh, Jagdip
. 1991. "Understanding the Structure of Consumers' Satisfaction Evaluation of Service Delivery."Journal of the Academy of Marketing Science19 (Summer): 223-244.
56.
Spreng, Richard A.
and Richard W. Olshavsky. 1993. "A Desires Congruency Model of Consumer Satisfaction."Journal of the Academy of Marketing Science21 (Summer): 169-178.
57.
Stayman, Douglas M.
, Dana L. Alden, and Karen H. Smith1992. "Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments."Journal of Consumer Research19 (September): 240-255.
58.
Sujan, Mita
. 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments."Journal of Consumer Research12 (June): 31-46.
59.
Tse, David K.
and Peter C. Wilton. 1988. "Models of Consumer Satisfaction Formation: An Extension."Journal of Marketing Research25 (May): 204-212.
60.
Westbrook, Robert A.1987. "Product/Consumption-Based Affective Responses and Postpurchase Responses."Journal of Marketing Research24 (August): 258-270.
61.
Wood, Gordon
. 1992. "Predicting Outcomes: Sports and Stocks."Journal of Gambling Studies8 (Summer): 201-222.
62.
Woodruff, Robert B.
, Ernest R. Cadotte, and Roger L. Jenkins. 1983. "Modeling Consumer Satisfaction Processes Using Experience-Based Norms."Journal of Marketing Research20 (August): 296-304.
63.
Woodruff, Robert B.
, Ernest R. Cadotte, Roger L. Jenkins, D. Scott Clemons, David W. Schumann, Sarah F Gardial, and Mary Jane Bums. 1991. "The Standards Issue in CS/D Research: A Historical Perspective."Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior4: 103-109.
64.
Yi, Youjae
. 1990. "A Critical Review of Consumer Satisfaction." In Review of Marketing 1990. Ed. Valarie A. Zeithaml. Chicago: American Marketing Association, 68-123.
65.
Zeithaml, Valarie A.
, Leonard L. Berry, and A. Parasuraman. 1993. "The Nature and Determinants of Customer Expectations of Service."Journal of the Academy of Marketing Science21 (Winter): 1-12.
