Satisfaction is a central concept in marketing. However in recent years, satisfaction has come under increasing criticism. Its ability to predict post-purchase behaviour has not been established and the importance of the word satisfaction to consumers has been questioned. Current satisfaction measures are inadequate, as they fail to discriminate between respondents, with the majority of respondents regularly endorsing the most positive answer category available. The limited discrimination of existing scales suggests that only a small part of the unfavourable/favourable evaluation, rather than the entire dimension is being measured. The overwhelming use of the most positive answer category, in traditional scales, illustrates that they fail to capture highly positive evaluations.
Affective Response to Consumption (ARC) is conceptualised as an extension to satisfaction. The conceptualisation shifts the emphasis from a scale relying on one, rather weak, emotional feeling -- satisfaction -- to a multitude of emotional feelings, including highly positive terms.
A scale measuring ARC is developed in an alternative measurement paradigm -- Rasch Modelling -- to the dominant paradigm for scale development in marketing -- Classical Test Theory. The characteristics of Rasch Modelling are particularly useful, when measuring a concept like ARC, that captures the entire dimension of unfavourable/favourable evaluations and includes terms of markedly different intensity.
| Identifer | oai:union.ndltd.org:ADTP/217365 |
| Date | January 2005 |
| Creators | Ganglmair-Wooliscroft, Alexandra, n/a |
| Publisher | University of Otago. Department of Marketing |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://policy01.otago.ac.nz/policies/FMPro?-db=policies.fm&-format=viewpolicy.html&-lay=viewpolicy&-sortfield=Title&Type=Academic&-recid=33025&-find), Copyright Alexandra Ganglmair-Wooliscroft |
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