Using psychophysiological reactions in the measurement of satisfaction by Prof P Joubert and Mrs C Bothma (2020)

The study applies psychophysiological insights to uncover the concordance between explicit, rationally expressed responses and implicit attitudinal reactions to satisfaction measures commonly used in research surveys. The research investigates rational and reactive behavioural measures in conjunction with traditional employee and client satisfaction measurements. More specifically, the study demonstrates the use of anchoring vignettes as a viable means to provide homogeneity in meaning to the concept of satisfaction among heterogeneous populations. Furthermore, it enhances an understanding of satisfaction measures and supports future consumer and marketing efforts that rely on satisfaction measurements. The study investigates satisfaction in a creative way from a psychophysiological angle, as well as looking at feelings-based and rational responses.

Report 504