The role of perceived discrepancy in satisfaction evaluation

This study investigates if satisfaction measures involve an implicit have-want comparison by examining the relationships between direct have-want discrepancy, amount, and satisfaction, which vary in their degree of explicitness. The have-want discrepancy measure explicitly asks respondents to rate the discrepancy between what they have and what they want. The amount measure requires respondents to think about the amount of discrepancy between what one has and what one wants, but does not explicitly ask about that. Finally, the satisfaction measure is assumed to incorporate a component of the have-want comparison but does not ask respondents to consider such a comparison in the question. Three hundred and thirty undergraduate students at National Taiwan University participated in this study. Correlation analysis showed that satisfaction has a closer relation with amount than have-want discrepancy. In addition, a mediation model in which have-want discrepancy influence amount, which then influences satisfaction, was generally supported in conventional mediation analysis and multilevel path analysis. In brief, this study showed that satisfaction measures involve an implicit have-want comparison.