Professor of Marketing, Indiana University
Abstract:
The authors proposed a model of satisfaction formation that feelings of satisfaction arise when consumers compared their perceptions of the performance of a product with their desires and expectation. The authors argued that the comparison produced not only feelings of satisfaction with the product but also feelings of satisfaction with the information on which their expectations were based.
The proposed model (refer figure below) was tested with an experiment with 207 subjects in the purchase of camcorder. The subjects were randomly assigned to read product information of two different expectation conditions. And they were asked to use the product after demonstration information was given. Thereafter, the subjects completed the measures of perceived performance, desires congruency, expectations congruency, attribute satisfaction, information satisfaction, and overall satisfaction. Results provide strong support for the hypothesized relationship.
Four major contributions were made to the satisfaction literature: 1) it confirmed the importance of desires congruency as a determinant of satisfaction; 2) it integrated multiple standards of comparison into a single framework; 3) it further clarified the roles of expectations, desires and performance; and 4) it identified information satisfaction as a key determinant of satisfaction.
Publication List:
Title: Consumers' use of alternative information sources in inference generation: A replication study
Author: Lee-Dong-Hwan; Olshavsky-Richard-W
Source: Journal-of-Business-Research. Jul 1997; v39n3, pp. 257-269
TITLE: Top-down, stimulus-based, and bottom-up processes in brand choice: Some implications for the measurement of advertising effectiveness.
AUTHOR: Olshavsky,-Richard-W.; Kumar,-Anand
BOOK SOURCE: Wells, William D. (Ed); et-al. (1997). Measuring advertising effectiveness. Advertising and consumer psychology. (pp. 285-295). Mahwah, NJ, USA: Lawrence Erlbaum Associates, Inc., Publishers.
Title: An exploratory study of the innovation evaluation process
Author: Olshavsky-Richard-W; Spreng-Richard-A
Source: Journal-of-Product-Innovation-Management. Nov 1996; v13n6, pp. 512-529
TITLE: A reexamination of the determinants of consumer satisfaction.
AUTHOR: Spreng,-Richard-A.; MacKenzie,-Scott-B.; Olshavsky,-Richard-W.
SOURCE: Journal-of-Marketing. 1996 Jul; Vol 60(3): 15-32
TITLE: The price-choice relationship: A contingent processing approach.
AUTHOR: Olshavsky,-Richard-W.; Aylesworth,-Andrew-B.; Kempf,-DeAnna-S.
SOURCE: Journal-of-Business-Research. 1995 Jul; Vol 33(3): 207-218 Special Issue: Pricing strategy and the marketing mix
TITLE: Conditions and consequences of spontaneous inference generation: A concurrent protocol approach.
AUTHOR: Lee,-Dong-Hwan; Olshavsky,-Richard-W.
SOURCE: Organizational-Behavior-and-Human-Decision-Processes. 1995 Feb; Vol 61(2): 177-189
Title: Toward a predictive model of the consumer inference process: The role of expertise
Author: Lee-Dong-Hwan; Olshavsky-Richard-W
Source: Psychology-and-Marketing. Mar/Apr 1994; v11n2, pp. 109-127
TITLE: Attention as an epiphenomenon: Some implications for advertising.
AUTHOR: Olshavsky,-Richard-W.
BOOK SOURCE: Clark, Eddie M. (Ed); Brock, Timothy C. (Ed); et-al. (1994). Attention, attitude, and affect in response to advertising. (pp. 97-106). Hillsdale, NJ, USA: Lawrence Erlbaum Associates, Inc. x, 328 pp.SEE BOOK
TITLE: A desires congruency model of consumer satisfaction.
AUTHOR: Spreng,-Richard-A.; Olshavsky,-Richard-W.
SOURCE: Journal-of-the-Academy-of-Marketing-Science. 1993 Sum; Vol 21(3): 169-177
TITLE: Brand choice and deep price discounts.
AUTHOR: Moore,-David-J.; Olshavsky,-Richard-W.
SOURCE: Psychology-and-Marketing. 1989 Fal; Vol 6(3): 181-196
TITLE: Consumer Decision Making--Fact or Fiction?
AUTHOR(S): Olshavsky,-Richard-W.; Granbois,-Donald-H.
SOURCE: Earl,-Peter-E.,-ed. Behavioural economics. Volume 2. Schools of Thought in Economics series, no. 6, Aldershot, U.K.: Elgar; Brookfield, Vt.: Gower, 1988, pages 160-67. Previously published: [1979].
TITLE: The impact of inferences on product evaluations: Replication and extension.
AUTHOR: Lim,-Jeen-Su; Olshavsky,-Richard-W.; Kim,-John
SOURCE: Journal-of-Marketing-Research. 1988 Aug; Vol 25(3): 308-316
TITLE: Impacts of Consumers' Familiarity and Product Class on Price-Quality Inference and Product Evaluations
Author(S): Lim,-Jeen-Su; Olshavsky,-Richard-W.
Source: Quarterly-Journal-of-Business-and-Economics; 27(3), Summer 1988, pages 130-46.
TITLE: Determinants of Information Use: Beyond the Simple Cost-Benefit Model
Author(S): Olshavsky,-Richard-W.
Source: Maynes,-E.-Scott,-ed; ACCI-Research-Committee,-ed. The frontier of research in the consumer interest: Proceedings of the International Conference on Research in the Consumer Interest. Columbia, Mo.: American Council on Consumer Interests, 1988, pages 231-34.
TITLE: A protocol analysis of brand choice strategies involving recommendations.
Author: Rosen,-Dennis-L.; Olshavsky,-Richard-W.
Source: Journal-of-Consumer-Research. 1987 Dec; Vol 14(3): 440-444
TITLE: The dual role of informational social influence: Implications for marketing management.
Author: Rosen,-Dennis-L.; Olshavsky,-Richard-W.
Source: Journal-of-Business-Research. 1987 Apr; Vol 15(2): 123-144
Title: Japan's Success: Luck or Skill?
Author: Near-Janet-P; Olshavsky-Richard-W
Source: Business-Horizons. Nov/Dec 1985; v28n6, pp. 15-22
Title: Use of Product-Testing Organizations' Recommendations as a Strategy for Choice Simplification
Author: Olshavsky-Richard-W; Rosen-Dennis-L
Source: Journal-of-Consumer-Affairs. Summer 1985; v19n1, pp. 118-139
Title: Model to Mimic Managers' Mental Forecasting Processes Possible
Author: Acito-Franklin; Olshavsky-Richard
Source: Journal-of-Business-Forecasting. Fall 1983; v2n3, pp. 11-15
Title: Residential Electricity Demand in Rural Areas: The Role of Conservation Actions, Engineering Factors and Economic Variables
Author: Jaffee-Bruce-L; Houston-Douglas-A; Olshavsky-Richard-W
Source: Journal-of-Consumer-Affairs. Summer 1982; v16n1, pp. 137-151
Title: A Selective Review of Travel-Mode Choice Models
Author: Barff-Richard; Mackay-David; Olshavsky-Richard-W
Source: Journal-of-Consumer-Research. Mar 1982; v8n4, pp. 370-380
Title: Choice Strategy in a Difficult Task Environment
Author: Formisano-Roger-A; Olshavsky-Richard-W; Tapp-Shelley
Source: Journal-of-Consumer-Research. Mar 1982; v8n4, pp. 474-479
Title: External Search: The Role of Consumer Beliefs
Author: Duncan-Calvin-P; Olshavsky-Richard-W
Source: Journal-of-Marketing-Research. Feb 1982; v19n1, pp. 32-43
Title: On the Use of Verbal Protocols in Conjoint Analysis Studies/Reply
Author: Cattin-Philippe; Olshavsky-Richard-W; Acito-Franklin
Source: Decision-Sciences. Oct 1981; v12n4, pp. 715-718
Title: Shortening of the PLC-An Empirical Test
Author: Qualls-William; Olshavsky-Richard-W; Michaels-Ronald-E
Source: Journal-of-Marketing. Fall 1981; v45n4, pp. 76-80
Title: Responsiveness of Consumer Expectations and Intentions to Economic Forecasts: An Experimental Approach
Author: Olshavsky-Richard-W; Jaffee-Bruce-L
Source: Review-of-Economics-and-Statistics. May 1981; v63n2, pp. 298-302
Title: Information Processing Analysis of a Stochastic Model of Brand Choice
Author: Dominguez-Luis; Olshavsky-Richard-W
Source: Journal-of-Business-Research. Mar 1981; v9n1, 39-48
TITLE: "Consumer Decision Making-Fact or Fiction?" Rejoinder
Author(S): Olshavsky,-Richard-W.; Granbois,-Donald-H.
Source: Journal-of-Consumer-Research; 7(3), Dec. 1980, pages 333-34.
Title: An Information Processing Probe into Conjoint Analysis
Author: Olshavsky-Richard-W; Acito-Franklin
Source: Decision-Sciences. Jul 1980; v11n3, 451-470
TITLE: Time and the rate of adoption of innovations.
Author: Olshavsky,-Richard-W.
Source: Journal-of-Consumer-Research. 1980 Mar; Vol 6(4): 425-428
TITLE: Industrial buyers' choice strategies: A protocol analysis.
Author: Crow,-Lowell-E.; Olshavsky,-Richard-W.; Summers,-John-O.
Source: Journal-of-Marketing-Research. 1980 Feb; Vol 17(1): 34-44
Title: Task Complexity and Contingent Processing in Decision Making: A Replication and Extension
Author: Olshavsky-Richard-W
Source: Organizational-Behavior-and-Human-Performance. Dec. 1979; v24n3, 300-316
Title: Task Complexity and Contingent Processing in Brand Choice
Author: Lussier-Denis-A; Olshavsky-Richard-W
Source: Journal-of-Consumer-Research. Sept. 1979; v6n2, 154-165
Title: Consumer Decision Making-Fact or Fiction?
Author: Olshavsky-Richard-W; Granbois-Donald-H
Source: Journal-of-Consumer-Research. Sept. 1979; v6n2, 93-100
Title: A Study Of The Role Of Beliefs And Intentions In Consistency Restoration
Author: Olshavsky-Richard-W; Summers-John-O
Source: Journal-Of-Consumer-Research. June, 1974; V 1 N 1, 63-70
Title: Customer-Salesman Interaction In Appliance Retailing
Author: Olshavsky-Richard-W
Source: Journal-Of-Marketing-Research. May 73; V 10 N 2, 208-212
Title: Consumer Expectations Product Performance And Perceived Product Quality
Author: Olshavsky-Richard
Source: Journal-Of-Marketing-Research. Feb 72; Vol 9 No 1, 17-21
Prepared by Henry Fock of the Chinese University of Hong Kong.
Last updated on February 4, 1999. Copyright, All rights reserved.