The movie experience: A revised approach to determinants of satisfaction

Past research into what determines consumers' satisfaction with products and services has focused largely on the impact of cognitive determinants. This study takes a different approach placing great emphasis on the affective determinants of satisfaction. Our conceptual model suggests that satisfaction depends on the disconfirmation of both cognitive and affective expectations, as well as arousal, and pleasure. Furthermore, we suggest that pleasure and arousal are functions of disconfirmation. Our findings, based on the experiences of 470 moviegoers, indicate that the disconfirmation of affective expectations plays a key role in the formation of satisfaction. This leads us to conclude that further research into the satisfaction process, especially regarding hedonic products or services, should include disconfirmation of affective expectations as a significant antecedent of satisfaction judgements.