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Attaining Satisfaction

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  • Cecile K. Cho
  • Gita Venkataramani Johar

Abstract

It is self-evident that performing poorly on a task makes people dissatisfied relative to performing well. How can this negative affect be overcome? We provide an adaptive strategy for dealing with poor performance. Experiment 1 shows that poor performers tend to recruit the highest potential performance as a comparison standard and hence are dissatisfied. However, if they are reminded that they set their own low goals, and that these goals were met, they are as satisfied as better performers. Experiment 2 shows that incremental theorists who believe that they can improve their performance in the future tend to compare their performance to the initially set goal rather than the highest potential performance, and are hence as satisfied as better performers. These findings shed light on the dynamic comparison process underlying satisfaction judgment. Implications of these findings for perennial low goal setters and for satisfaction in general are discussed.

Suggested Citation

  • Cecile K. Cho & Gita Venkataramani Johar, 2011. "Attaining Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(4), pages 622-631.
    • Handle: RePEc:oup:jconrs:doi:10.1086/660115
    DOI: 10.1086/660115
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    Cited by:

    1. Rai, Dipankar & Lin, Chien-Wei (Wilson), 2019. "The influence of implicit self-theories on consumer financial decision making," Journal of Business Research, Elsevier, vol. 95(C), pages 316-325.
    2. Banu Kulter Demirgunes, 2014. "The Antecedents of Store Image and Customer Satisfaction," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 3(3), pages 48-62, July.

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