Beyond Expectations: The Effect of Regulatory Focus on Consumer Satisfaction

International Journal of Research in Marketing, 29 (1), 93-97, 2012

5 Pages Posted: 12 Sep 2012

See all articles by Remi Trudel

Remi Trudel

Independent

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law

June Cotte

University of Western Ontario

Date Written: 2012

Abstract

This paper examines the effect of regulatory focus on consumer satisfaction. In contrast to the disconfirmation of expectations model of satisfaction, we find that, although regulatory focus does affect consumers' expectations, the effect on satisfaction cannot be explained by differences in those expectations. Instead, our results reveal a direct effect of consumers' regulatory focus on satisfaction that is based on the conservative bias of prevention-focused consumers. Compared to promotion-focused consumers, prevention-focused consumers protect against making errors and demonstrate a conservative bias in their evaluations of satisfaction. The results of two experiments demonstrate this conservative bias, showing that, compared to promotion-focused consumers, prevention-focused consumers are less satisfied with positive outcomes and more satisfied with negative outcomes.

Keywords: Regulatory focus, Satisfaction, Expectations, Promotion and prevention

JEL Classification: M31

Suggested Citation

Trudel, Remi and Murray, Kyle B. and Cotte, June, Beyond Expectations: The Effect of Regulatory Focus on Consumer Satisfaction (2012). International Journal of Research in Marketing, 29 (1), 93-97, 2012, Available at SSRN: https://ssrn.com/abstract=2144799

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)

HOME PAGE: http://www.kylemurray.com

June Cotte

University of Western Ontario ( email )

1151 Richmond Street
Suite 2
London, Ontario N6A 5B8
Canada

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