The role of competitive alternatives in the postchoice satisfaction formation process
Cornelia Dröge, Diane Halstead, Robert D. Mackoy
Journal of the Academy of Marketing Science · 1997 · Volume 25 · Issue 1
Abstract
A general model of satisfaction formation is proposed that extends the seminal disconfirmation of expectations model by explicitly incorporating the processing of both chosen and nonchosen alternatives. Using presidential election data, the results show that satisfaction with the nonchoice does remain salient in the determination of overall postchoice satisfaction. Disconfirmation related to either the chosen or the nonchosen alternative influences satisfaction with both the chosen and the nonchosen alternative. Overall, the model suggests that the nonchoice alternative may continue to be relevant in the satisfaction formation process.
Keywords
Customer Satisfaction, Consumer Research, Competitive Effect, Consumer Satisfaction, Comparison Standard
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