Abstract
The potential effect of a consumer‘s level of product involvement on perceived satisfaction was examined in this study. Consumer satisfaction determinant literature was reviewed. The expectation-performance paradigm was discussed. A link between involvement and satisfaction was suggested. An attempt was made to discover the nature of the relationships between consumer satisfaction and involvement. Subjects were divided based on level of involvement with the stimulus product, given the product for three weeks of use, and later assessed for their perceived satisfaction along with certain other variables. Results were as predicted, indicating that highly involved consumers perceive greater satisfaction with the product. Though the data do not permit direct analysis of the situation to cognitive dissonance, a theoretical link is discussed indicating that satisfaction may become a function of involvement.
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Thukral, V.K., Mindak, W.A. (2015). Product Involvement as a Determinant of Consumer Satisfaction. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_15
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