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    The mediating effects of satisfaction on positive and negative consumption experiences and readiness to change behaviour

    Access Status
    Fulltext not available
    Authors
    Baird, Michael
    Ouschan, Robyn
    Phau, Ian
    Date
    2009
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Baird, M. and Ouschan, R. and Phau, I. 2009. The mediating effects of satisfaction on positive and negative consumption experiences and readiness to change behaviour, in Delener, N. et al (ed), Global Business and Technology Association, Jul 7-11 2009, pp. 92-100. Prague: Global Business and Technology Association.
    Source Title
    Proceedings of Global Business and Technology Association conference
    Source Conference
    Global Business and Technology Association
    Additional URLs
    http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf
    ISBN
    1932917055
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/6035
    Collection
    • Curtin Research Publications
    Abstract

    This study applies the disconfirmation of expectations paradigm to explain what makes the consumption of sin products (high risk alcohol consumption) a satisfactory or unsatisfactory experience. It further tests if it affects readiness to change behaviour. It illustrates that disconfirmation of expectations should focus on consumption outcomes as they motivate customers to consume products and services. Furthermore, both positive and negative outcome expectancies should be included. The alcohol expectancy literature offers operational definitions of positive and negative outcome expectancies. However, alcohol expectancy studies do not use the disconfirmation paradigm to explain high risk drinking behaviours, even though disconfirmation of expectations have been shown to be a better predictor of customer satisfaction and behavioural intentions than customer expectations. Data gained via convenience sampling of undergraduate students from all divisions within a large Australian University provided a usable sample size of 462. The results and analysis illustrate a very distinct separation of four positive outcome expectation factors and four negative outcome expectation factors. These findings are discussed with implications highlighted for theorists, marketers and social policy makers.

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