The duality of decisions and the case for impulsiveness metrics |
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Authors: | Zachary?G?Arens Email author" target="_blank">Roland?T?RustEmail author |
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Institution: | 1.Department of Marketing at the Robert H. Smith School of Business,University of Maryland,College Park,USA;2.Department of Marketing at the Robert H. Smith School of Business,University of Maryland,College Park,USA |
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Abstract: | Customer metrics help firms manage their performance and predict financial outcomes. While many firms focus on customer satisfaction
metrics for this purpose, dual-process theories in psychology and neuroscience show that customer decisions are based on two
processes. This suggests that metrics which measure the impulsiveness of purchase decisions might effectively complement customer
satisfaction metrics. In a series of experiments we demonstrate that satisfaction and impulsiveness metrics make distinct
but strong predictions of consumer choices. Satisfaction and impulsiveness influence choice in different ways. While impulsiveness
relates to choice directly, the satisfaction-choice path is mediated by loyalty intention. Moreover this relationship is moderated
by product involvement such that impulsiveness metrics provide a better prediction for low-involvement than for high-involvement
situations. Finally, a field study of 750 customers of 101 firms demonstrates these relationships at a firm level, indicating
that satisfaction and impulsiveness metrics have equally strong but distinct relationships with shareholder value. Therefore
firms may be able to benefit from complementing customer satisfaction metrics with customer impulsiveness metrics. |
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