The impact of cognitive inertia on postconsumption evaluation processes

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23 Scopus citations


This study sheds some light on the role of memory in salisfactionjudgments. The author's findings indicate that consumers might fail to form satisfaction evaluations in an online manner in typical repeat-consumption situations. Instead of consciously reevaluating familiar products or services, consumers may choose to engage in judgment updating/formation processes only when faced with a postpurchase satisfaction inquiry. Surprise performances or inconsistent service delivery, however, greatly reduce the consumer's reliance on prior judgments. Under these conditions, consumers are motivated to spontaneously update their summary evaluations stored in memory. The implications of the memory-based nature of satisfaction judgments to service and retail managers are briefly discussed.

Original languageEnglish (US)
Pages (from-to)287-299
Number of pages13
JournalJournal of the Academy of Marketing Science
Issue number3
StatePublished - Jun 2003

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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