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Temporal decay in satisfaction – Purchase intention relationship
Author(s) -
Mazursky David,
Geva Aviva
Publication year - 1989
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220060305
Subject(s) - salient , psychology , explanatory power , product (mathematics) , predictive power , social psychology , marketing , business , mathematics , computer science , philosophy , geometry , epistemology , artificial intelligence
It was hypothesized and empirically confirmed that brand attribute information is salient in predicting immediate satisfaction and that these factors strongly influence intentions formed immediately after product trial. However, it was shown that in delayed measurement, past knowledge factors increasingly become salient while the relative explanatory power of performance evaluation and satisfaction decays in forming future purchase decisions. The impact of the timing factor and the strategic implications of the findings are discussed.