Expert Talk: Affective Response to Consumption: Rethinking & Extending Satisfaction Measurement November 6, 2007

“How satisfied are you? Please tick the appropriate box on the scale below” Many surveys
include this question - many show a similar result: The majority of customers are found in
one group, they are “very satisfied”. A German-English talk about the peculiar role of
satisfaction in marketing, the importance of emotions, and an alternative measurement
scale – Affective Response to Consumption (using Rasch Modelling) - presenting results
from a study conducted on an excursion train in New Zealand.