A "Desires as Standard" Model of Consumer Satisfaction

Abstract

The most influential model of consumer satisfaction/ dissatisfaction (CS/D) is based upon the assumption that CS/D is an emotional reaction to the outcome of a comparison process involving expectations (pre-purchase) and perceived actual performance (post-purchase). For various reasons, expectations do not appear to be the correct standard. In this paper, a new model of CS/D is presented that departs from the existing model in two ways. First, desires replaces expectations as the standard of comparison. Second, a more comprehensive view of the behaviors that are relevant to the determination of CS/D is adopted. Specifically, consumer behavior is characterized as a sequence of "episodes" wherein each episode encompasses the complete set of behaviors directed toward a good, from the initial formation of a desire for a good to the final act of disposing of the good. Given this view, CS/D is defined in terms of the behaviors that occur across two or more episodes. Expectations are assumed to influence satisfaction but in two distinct ways: 1) the formation of a "desire" to purchase/use a good (during Episode 1); and 2) the perception of the performance of the good (during Episode 2 and subsequent Episodes). Some implications of the new model for research and practice are described.