Systematically Varying Consumer Satisfaction and its Implications for Product Choice

Shaun McQuitty is an Assistant Professor in the Department of Marketing at New Mexico State University, Adam Finn is the Ronald K. Banister Professor of Marketing in the Department of Marketing, Business Economics, and Law at the University of Alberta, and, James B. Wiley is Professor of Marketing Science at the Victoria University of Wellington. All correspondence should be addressed to Shaun McQuitty, Department of Marketing / MSC 5280, College of Business Administration and Economics, New Mexico State University, P.O. Box 30001, Las Cruces, New Mexico, 88003-8001. Phone (505) 646-1463. Fax (505) 646-1498. email: [email protected]. The authors would like to thank Mike Hyman, the editor, and three anonymous reviewers for their valuable comments regarding earlier drafts of this article.