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ISSN : 1229-8778
The propose of this paper is to investigate customer satisfaction and consumer participation in the decision making perspective as a way of consumption activation strategy. Six hypotheses are presented. First, relating to customer satisfaction, consumers who rarely commit judgmental fallacy were high more than those who frequently commit judgmental fallacy, consumer who use satisfactory standard was high more than those who use maximizing standard. Also, in the case of consumers who frequently commit judgmental fallacy, satisfactory standard consumers' customer satisfaction was more high than maximizing standard consumer's customer satisfaction, but in the case of consumers who rarely commit judgemental fallacy, there was not different between satisfactory standard consumers and maximizing standard consumers. Then, relating to consumer participation, consumers who frequently commit judgmental fallacy participated more than those who rarely commit judgmental fallacy, but consumer who use satisfactory standard participated more than those who use maximizing standard. Also, Interaction effect of judgmental fallacy and judgmental standard was found. Finally, in addition to future studies, I discussed implication of this findings.
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