An Experimental Test of the Yield Shift Theory of Satisfaction In the Field

Reinig, Bruce
Briggs, Robert
Journal Title
Journal ISSN
Volume Title
Satisfaction is a central concern to IS research and practice because people who feel dissatisfied by system experiences tend to abandon them even if they create substantial value, while those who feel satisfied tend to continue use. The literature offers many models of satisfaction. These models make conflicting predictions, yet there is ample empirical evidence to support each. Yield Shift Theory (YST) was derived to resolve this paradox. This paper reports an experimental study to test a counter-intuitive prediction of YST, i.e. that, under certain conditions, goal-replacement stimuli should invoke differing satisfaction responses toward identical system experiences. 211 students in an asynchronous online undergraduate course were assigned to positive or negative goal replacement treatments before reporting satisfaction with the learning experience. Positive-treatment students reported higher average satisfaction scores than did negative treatment students, although all had identical learning stimuli. Results offer support for the logic of YST’s and suggest that it may be useful to IS professionals to improve stakeholder satisfaction toward the elements of information systems, thereby increasing the likelihood of system success.
Design, Development, and Evaluation of Collaboration Technologies, is stakeholder satisfaction, yield shift theory
Access Rights
Email if you need this content in ADA-compliant format.