Effects of Situation Involvement on Consumers' Use of Standards in Satisfaction/Dissatisfaction Processes

Abstract

This study provides support to the experience-based norms concept in CS/D. Consumers use different product and brand references as the amount of consumer involvement with a consumption experience fluctuates. In addition, situational involvement affects the disconfirmation paradigm's role in satisfaction development by influencing CS/D process variable relationships. Implications for CS/D research and segmentation opportunities are reviewed,