An Investigation of the Yield Shift Theory of Satisfaction Using Field Data from the United States and the Netherlands

Yield shift theory (YST) is a relatively new theory that offers logic to predict and explain satisfaction effects for which prior theories could not fully account. We investigate the degree to which the propositions of YST are consistent with observed outcomes in a study of satisfaction with technology-supported collaboration among 322 knowledge workers from the Netherlands and 300 from the USA. Participants worked in natural groups on real tasks assigned in the course of their professional duties. All organizations used professional facilitators to guide the groups through complex collaborative tasks. Facilitators distributed a brief survey to measure the dependent variables satisfaction-with-outcome and satisfaction-with-process and the independent variables changes-in-utility and changes-in-likelihood. We validated the instrument in Dutch and English. Findings were consistent with the YST proposition that satisfaction responses are a function in shifts-in-yield for an individual’s set of active goals. We also observed that satisfaction responses also varied by national culture—on average, Netherlanders reported satisfaction responses of lower magnitude than did US participants. We discuss implications of YST for researchers and practitioners, and use its logic to reason why, in context of workplace collaboration, there may be differences in satisfaction responses by national culture.