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Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference pp 46–50Cite as

Standards of Comparison Used by Consumers in Assessing Satisfaction/Dissatisfaction with Attribute-Specific Brand Performance: A Conceptual Evaluation

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Abstract

Both the strengths and weaknesses of three standards of comparison are discussed. The standards evaluated are ideal points, focal brand expectations, and product class experience. A number of new hypotheses are generated by this evaluation. Taken together, these hypotheses suggest a relationship between satisfaction/dissatisfaction and standards of comparison which is more complex than suggested previously.

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Author information

Authors and Affiliations

  1. San Jose State University, Atlanta, USA

    Richard A. Werbel

Authors
  1. Richard A. Werbel
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Editor information

Editors and Affiliations

  1. Georgia Institute of Technology, Atlanta, Georgia, USA

    Naresh K. Malhotra

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© 2015 Academy of Marketing Science

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Werbel, R.A. (2015). Standards of Comparison Used by Consumers in Assessing Satisfaction/Dissatisfaction with Attribute-Specific Brand Performance: A Conceptual Evaluation. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_10

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