Consumer satisfaction as a psychological construct

Expectation vs. reality models in the post-purchase experience

From a psychological perspective, satisfaction is not a product attribute, but a post-consumption eva luative judgment.

It is based on the comparison between prior expectations created by advertising or the social environment and the actual perceived performance of the product.

If the experience of use equals or exceeds these expectations, satisfaction is generated; if it falls short, dissatisfaction arises, regardless of the technical quality of the good.

This judgment is subjective and dynamic, which means that the same offer can satisfy a customer with low expectations and disappoint another with higher standards, underlining the importance of managing the promises made to the market.

Affective dimensions: liking, activation and usefulness

Satisfaction is a multidimensional construct that goes beyond the cognitive ("thinking") and deeply involves the affective ("feeling").

Theoretical models such as that of Mano and Oliver (1993) suggest that the consumption experience is configured on axes of pleasantness-displeasure and activation-inactivation.

A product may be functionally useful (utilitarian), but if it does not generate a positive emotional response (pleasure) or level of activation (interest/emotion), satisfaction will be incomplete.

Therefore, true consumer satisfaction is achieved when the product not only solves a practical problem, but also evokes pleasurable and stimulating feelings during use.

Perceived quality as fulfillment of the brand promise

Ultimately, consumer psychology teaches us that quality is synonymous with honesty in supply.

Satisfaction is maximized when a brand delivers exactly what it promised, without deception or exaggeration.

Perceived quality" is based on the consistency between the marketing message and the tangible reality of the product.

When a company promises a specific experience - be it taste, durability or service - and delivers on it, it reinforces the consumer's positive belief system.

This not only generates immediate satisfaction, but builds a long-term relationship of trust, avoiding cognitive dissonance and fostering brand loyalty.

Summary

Satisfaction is a subsequent judgment based on comparing expectations with reality. If the experience exceeds expectations, it generates satisfaction; if not, dissatisfaction arises.

This construct includes affective dimensions in addition to purely cognitive ones. Complete satisfaction requires that the product be useful and also evoke pleasurable feelings.

Perceived quality equals honesty and consistency of the offer. Delivering on promises reinforces positive beliefs, building long-term trust and fostering loyalty.