| Abstract: | Here the case of recreational drug consumption by youths in the West of Scotland is applied to evaluate some prevailing models of consumer satisfaction and dissatisfaction (CS/D). The findings suggest dissatisfactory and satisfactory outcomes do not always result in the types of future consumption behaviours proposed by some models of consumer CS/D. Although, as some models of CS/D suggest, satisfactory experiences tended to reinforce the desire to repeat consumption, when consumption was dissatisfactory, users tended to employ several strategies to justify further use. Whereas users attributed positive or pleasurable experiences to the narcotic effect of the substances consumed, dissatisfactory outcomes were attributed to other factors. Users develop sophisticated responses to dissatisfaction, such as deferment and denial. The findings have important implications for some theories and models of CS/D for consumer expectation: in particular, the effect of dissatisfactory experiences on future consumption intentions. Copyright © 2002 Henry Stewart Publications. |
