Effects of consumer goals on attribute weighting, overall satisfaction, and product usage
Article first published online: 17 AUG 2001
Copyright © 2001 John Wiley & Sons, Inc.
Psychology & Marketing
Volume 18, Issue 9, pages 929–949, September 2001
How to Cite
Garbarino, E. and Johnson, M. S. (2001), Effects of consumer goals on attribute weighting, overall satisfaction, and product usage. Psychol. Mark., 18: 929–949. doi: 10.1002/mar.1036
- Issue published online: 17 AUG 2001
- Article first published online: 17 AUG 2001
With the use of field data from a live theater company, this article demonstrates that customers' goal orientation affects not only what information is used in assessing overall satisfaction, but also downstream measures of level of satisfaction and product usage. The study segmented the customers into four groups based on their goal orientations for the established arts goals of cultural enrichment and relaxation, finding that the different groups weigh the attributes of the service differentially in determining overall satisfaction based on each attribute's ability to fulfill their goals. Furthermore, customers whose goals match the organization's orientation give the product a higher evaluation and utilize it more often. © 2001 John Wiley & Sons, Inc.