Simon Satisfaction Model
Simon satisfaction model is a form of cognitive evaluation theory developed by Herbert Simon, which emphasizes the role of cognitions and behavior in understanding satisfaction. The model is based on the idea that satisfaction is a function of the relation between individual’s preferences (expectations) and the outcome of her/his behavior. Relying on this equation, the model suggests that a person is satisfied with a particular outcome if it is closer to his/her preference (expectation).
The Simon satisfaction model states that the degree of satisfaction or dissatisfaction is determined by the extent to which the performance and outcome match a persons expectations. This match is determined both by the magnitude of the outcome and by the individuals expectations. If the expectations are met, satisfaction will be the result. If the expectations are exceeded, then additional satisfaction can be found. In the event that expectations are not met, dissatisfaction will occur.
The model suggests that cognitive processing is essential for understanding the satisfaction process. Expectations, as preferences, are formed through cognitive processing—the process of interpreting signals (or cues) in the environment. During this process, cues are quickly scanned, compared to previous experiences, and interpreted. They guide the decision-making process of consumers and form expectations.
The Simon satisfaction model is based on the idea that people have a preferred level of expectation or ideal outcome relative to a given experience. If a persons expectations are met, satisfaction will be the result. If expectations are exceeded, then a higher degree of satisfaction can be found. Happy pictures or thoughts, for example, might lead to a much better experience while a negative cue might lead to a worse experience. The underlying goal of this model is to explain how information is processed through cognition and affect the level of satisfaction a person attains.
The model suggests that satisfaction is determined by the interaction between expectations and experience. The expectation reasonably needs to be formed prior to an experience, though it does not necessarily need to be a conscious thought. Expectations can be based on past experiences and known facts about the situation. The level of satisfaction that an experience will create is judged by how closely the experience matches the expectations of the individual. If the expectations are met or exceeded, the experience will be seen as satisfactorily and satisfaction will be the result. If expectations are not met, dissatisfaction will result.
The model acknowledges that expectations and outcomes can be evaluated in terms of magnitude, quality, or importance. This means that a discrepancy between an expectation and a given outcome may not be as impactful if the outcome is seen as unimportant in comparison to the expectation.
Moreover, the Simon satisfaction model proposes that the level of satisfaction is reduced if the discrepancy between the expectations and the outcome is larger than the individual is willing to accept. This is known as the hedge effect, which states that the discrepancy between the expectation and the outcome needs to be smaller than a threshold value in order for satisfaction to occur.
In conclusion, the Simon satisfaction model suggests that satisfaction is a product of the discrepancy between a persons expectations relative to the outcome of the experience. This discrepancy can be represented in terms of magnitude, quality, or importance. If the expectation is met, satisfaction will be attained. If the expectation is exceeded, a higher degree of satisfaction can be experienced. In the event that expectations are not met and the discrepancy is greater than the individuals willingness to accept, dissatisfaction will occur.
