Cognitive, Affective, and Attribute Bases of the Satisfaction Response

TLDR

The study proposes extending postpurchase response theory by treating attribute satisfaction and dissatisfaction as distinct determinants beyond cognitive and affective paradigms. The authors collected data from automobile and course instruction satisfaction studies, asking participants to report emotional experience, disconfirmation perceptions, and separate attribute satisfaction and dissatisfaction judgments. The analysis confirmed the disconfirmation effect, identified distinct positive and negative affect dimensions, and found attribute satisfaction and dissatisfaction to be significantly linked to positive and negative affect and overall satisfaction, indicating that all tested dimensions are necessary for a comprehensive account of postpurchase responses.

Abstract

An attempt to extend current thinking on postpurchase response to include attribute satisfaction and dissatisfaction as separate determinants not fully reflected in either cognitive (i.e., expectancy disconfirmation) or affective paradigms is presented. In separate studies of automobile satisfaction and satisfaction with course instruction, respondents provided the nature of emotional experience, disconfirmation perceptions, and separate attribute satisfaction and dissatisfaction judgments. Analysis confirmed the disconfirmation effect and the effects of separate dimensions of positive and negative affect and also suggested a multidimensional structure to the affect dimensions. Additionally, attribute satisfaction and dissatisfaction were significantly related to positive and negative affect, respectively, and to overall satisfaction. It is suggested that all dimensions tested are needed for a full accounting of postpurchase responses in usage.