ASSESSING THE DIMENSIONALITY AND STRUCTURE OF THE CONSUMPTION EXPERIENCE - EVALUATION, FEELING, AND SATISFACTION

This article examines the underlying dimensionality of three aspects of the post-consumption experience-product evaluation, product-elicited affect, and product satisfaction. In addition, the article integrates these concepts through a suggested causal framework. Students evaluated either a high- or a low-involvement product in current use, reported affective responses evoked by it, and assessed their levels of product-derived satisfaction. Analysis shows that two primary dimensions of product evaluation-utilitarian and hedonic judgment-can be viewed as causally antecedent to two dimensions of affect-pleasantness and arousal-and to product satisfaction. Implications of the conceptual framework and empirical findings for the study of consumption events are discussed.