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Using Psychophysiological Reactions in the Measurement of Satisfaction

R25,000.00

This innovative research study applies psychophysiological insights to uncover the comparability between commonly used satisfaction measures namely obvious, rationally expressed Likert scale and less common unspoken feeling based Self-Assessment Manikin (SAM) responses. More specifically, the study demonstrates the use of anchoring vignettes, or brief texts depicting hypothetical individuals who manifest satisfaction or dissatisfaction, as a viable means to provide consistency in meaning to the concept of satisfaction among diverse populations and individuals.  Furthermore, it enhances an understanding of satisfaction measures and supports future consumer and marketing efforts that rely on satisfaction measurements.

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Sixty Years Commemorative Research Report No 504

Using Psychophysiological Reactions in the Measurement of Satisfaction

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