Choice Goal Attainment and Decision and Consumption Satisfaction

Mark Heitmann; Donald R. Lehmann; Andreas Herrmann

doi:10.1509/jmkr.44.2.234

Choice Goal Attainment and Decision and Consumption Satisfaction

Mark Heitmann¹; Donald R. Lehmann²; Andreas Herrmann³

¹ Assistant Professor of Marketing · ² George E. Warren Professor of Business, Graduate School of Business, Columbia University · ³ Professor of Business

Journal of Marketing Research 2007

Several individual, social-setting, and choice-set factors have been shown to be related to satisfaction. This article argues that these factors operate through a set of choice goals. Using panel data on purchasers of consumer electronics, the authors examine how five goals (justifiability, confidence, anticipated regret, evaluation costs, and final negative affect) drive decision and consumption satisfaction, which in turn determine loyalty, product recommendations, and the amount and valence of word of mouth.

DOI: 10.1509/jmkr.44.2.234
Volume: 44 (2)
Pages: 234-250
Language: en
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