Satisfaction and disappointment in consumer choices-an exper[ment Cover Image

Експериментално изследване на удовлетворението и разочарованието при потребителски решения
Satisfaction and disappointment in consumer choices-an exper[ment

Author(s): George Mengov, Henrik Egbert
Subject(s): Psychology
Published by: Институт за изследване на населението и човека - Българска академия на науките

Summary/Abstract: This article investigates the role that emotions play in economic decisions. In a computer-based experiment, our participants were the consumers of a  ctitious service bearing resemblance to what the mobile phone operators offer. In each of 17 rounds, a participant had to choose between retaining the current supplier or changing it with a competitor, based on information about expected and actual prices to be paid. We recorded participants’ self-assessed satisfaction or disappointment on a psychometric scale. Logit models are used to explain and predict individual choices based on prices, previous decisions, and emotions. Our  ndings show that the prediction of choice is signi cantly better if information about the participants’ emotions is considered. We analyse how disrupted satisfaction treadmills make people feel disappointed at the face of  nancial discount, and mildly satis ed, when they have to pay more than expected.

  • Issue Year: 12/2009
  • Issue No: 1
  • Page Range: 143-155
  • Page Count: 13
  • Language: English