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The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field Study of Customer Satisfaction Measurement

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  • Dholakia, Utpal M
  • Morwitz, Vicki G

Abstract

Self-generated validity research has demonstrated that responding to survey questions changes subsequently measured judgments and behavior. We examine the scope and persistence of the effect of measuring satisfaction on customer behavior over time. In a field experiment conducted in a financial services setting, we hypothesize and find that measuring satisfaction (a) changes one-time purchase behavior, (b) changes relational customer behaviors (likelihood of defection, aggregate product use, and profitability), and (c) results in effects that increase for months afterward and persist even a year later. These results raise questions concerning the design, interpretation, and ethics in the conduct of applied marketing research studies. Copyright 2002 by the University of Chicago.

Suggested Citation

  • Dholakia, Utpal M & Morwitz, Vicki G, 2002. "The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field Study of Customer Satisfaction Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 159-167, September.
    • Handle: RePEc:oup:jconrs:v:29:y:2002:i:2:p:159-67
    DOI: 10.1086/341568
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    Cited by:

    1. Tam, Leona & Dholakia, Utpal M., 2011. "Delay and duration effects of time frames on personal savings estimates and behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 114(2), pages 142-152, March.
    2. Rene Segers & Philip Hans Franses, 2014. "Panel design effects on response rates and response quality," Statistica Neerlandica, Netherlands Society for Statistics and Operations Research, vol. 68(1), pages 1-24, February.
    3. Allen, B.J. & Dholakia, Utpal M. & Basuroy, Suman, 2016. "The Economic Benefits to Retailers from Customer Participation in Proprietary Web Panels," Journal of Retailing, Elsevier, vol. 92(2), pages 147-161.
    4. Xiaojing Dong & Ramkumar Janakiraman & Ying Xie, 2014. "The Effect of Survey Participation on Consumer Behavior: The Moderating Role of Marketing Communication," Marketing Science, INFORMS, vol. 33(4), pages 567-585, July.
    5. John Robert Warren & Andrew Halpern-Manners, 2012. "Panel Conditioning in Longitudinal Social Science Surveys," Sociological Methods & Research, , vol. 41(4), pages 491-534, November.
    6. Ofir, Chezy & Simonson, Itamar, 2005. "The Effect of Stating Expectations on Customer Satisfaction and Shopping Experience," Research Papers 1881, Stanford University, Graduate School of Business.
    7. Sharad Borle & Utpal M. Dholakia & Siddharth S. Singh & Robert A. Westbrook, 2007. "The Impact of Survey Participation on Subsequent Customer Behavior: An Empirical Investigation," Marketing Science, INFORMS, vol. 26(5), pages 711-726, 09-10.
    8. Sachin Gathani & Maria Paula Gomez & Ricardo Sabates & Dimitri Stoelinga, 2015. "The Effect of Monitoring," Evaluation Review, , vol. 39(6), pages 555-586, December.
    9. van Diepen, Merel & Donkers, Bas & Franses, Philip Hans, 2009. "Does irritation induced by charitable direct mailings reduce donations?," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 180-188.
    10. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    11. J. Burez & D. Van Den Poel, 2005. "CRM at a Pay-TV Company: Using Analytical Models to Reduce Customer Attrition by Targeted Marketing for Subscription Services," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/348, Ghent University, Faculty of Economics and Business Administration.
    12. Andrew Halpern-Manners & John Warren, 2012. "Panel Conditioning in Longitudinal Studies: Evidence From Labor Force Items in the Current Population Survey," Demography, Springer;Population Association of America (PAA), vol. 49(4), pages 1499-1519, November.
    13. Amar Cheema & Dipankar Chakravarti & Atanu R. Sinha, 2012. "Bidding Behavior in Descending and Ascending Auctions," Marketing Science, INFORMS, vol. 31(5), pages 779-800, September.
    14. Choi, James J. & Haisley, Emily & Kurkoski, Jennifer & Massey, Cade, 2017. "Small cues change savings choices," Journal of Economic Behavior & Organization, Elsevier, vol. 142(C), pages 378-395.
    15. Richetin, Juliette & Mattavelli, Simone & Perugini, Marco, 2016. "Increasing implicit and explicit attitudes toward an organic food brand by referencing to oneself," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 96-108.
    16. Omar Merlo & Andreas B. Eisingerich & Wayne D. Hoyer, 2024. "Immunizing customers against negative brand-related information," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 140-163, January.
    17. Roland T. Rust & Tuck Siong Chung, 2006. "Marketing Models of Service and Relationships," Marketing Science, INFORMS, vol. 25(6), pages 560-580, 11-12.
    18. Zenetti, German & Klapper, Daniel, 2016. "Advertising Effects Under Consumer Heterogeneity – The Moderating Role of Brand Experience, Advertising Recall and Attitude," Journal of Retailing, Elsevier, vol. 92(3), pages 352-372.
    19. Tami Kim & Leslie K. John & Todd Rogers & Michael I. Norton, 2019. "Procedural Justice and the Risks of Consumer Voting," Management Science, INFORMS, vol. 65(11), pages 5234-5251, November.
    20. Reo Song & Sangkil Moon & Haipeng (Allan) Chen & Mark B. Houston, 2018. "When marketing strategy meets culture: the role of culture in product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 384-402, May.

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