The Relative Influence of Affective Experience on Consumer Satisfaction Under Positive Versus Negative Discrepancies

Abstract

This study investigates the relative influence of affective experience on satisfaction judgments in the expectancy-discrepancy paradigm. 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 expectation. 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.