Measurement ofSATISFACTION

Ruut VeenhovenErasmus happiness Economics Research Organization

Erasmus University Rotterdam

Booking.com seminar onSatisfaction maximisation algorithm

April 4, 2014, Amsterdam

Measurement of satisfaction

• Kinds of satisfaction

• Measures of satisfaction

• Applicability in travel industry

Kinds of satisfaction

Four kinds of satisfaction

Passing

Enduring

Part

Whole

Four kinds of satisfaction

Passing

Enduring

Part

Pleasure

Domain

satisfaction

Whole

Top experience

Life satisfaction

(Happiness)

Inner appraisal of satisfaction

global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

Inner appraisal of satisfaction

global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

information basis Affective experience Cognitive comparison underlying process Need gratification Standard setting substrate Human nature Culture

Inner appraisal of satisfaction

global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

information basis Affective experience Cognitive comparison underlying process Need gratification Standard setting substrate Human nature Culture

Measurement of satisfaction

Inner appraisal of satisfaction

global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

Inner appraisal of satisfaction

global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

Measurement of overall satisfactionExample of a survey question

Taking all together, how satisfied or dissatisfied are you with your life as a whole these days?

1 2 3 4 5 6 7 8 9 10

Dissatisfied Satisfied

Satisfaction with life in Denmark

Satisfaction with life in Zimbabwe

DISSATISFIED

2 3 4 5 6 7 8 9 SATISFIED

HOW SATISFIED ARE YOU WITH YOUR LIFE

0,0%

10,0%

20,0%

30,0%

Perce

nt

COUNTRY/REGION: ZIMBABWE

Satisfaction with life in nations

• Denmark 8,3

• Netherlands 7.8

• USA 7,4

• Germany 7,1

• France 6,6

• Russia 5,5

• Iraq 4,7

• Zimbabwe 3,0 Source: World Database of Happiness, Collection Happiness in Nations

Inner appraisal of satisfaction

global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

Measures of contentment

• Global estimate, single question

• Calculation, multiple questions

Measures of contentmentGlobal estimate, single question

In getting the things you want out of life, how

would you say that you are  right now.....?

3    very well

2    pretty well

1    not too well

Code in WDH collection Measures of Happiness: C-W/c/sq/v/3/a

Measures of contentmentCalculation, multiple questions

A. How important was each of the following goals in life in the plans you made for yourself in early adulthood?……

B. How successful have you been in the pursuit of these goals?……

Code in WDH collection Measures of Happiness: C-ASG/h/mq/v/5/a

Inner appraisal of satisfaction

global assessment OVERALL HAPPINESS with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

Measures of hedonic level

• Global estimates– Single question– Affect Balance Scales ABS

• Multiple moment assessment– Experience Sampling Method ESM– Day Reconstruction Method DRM

Measures of hedonic levelGlobal estimates, single question

How is your mood these days....?"

4   very good all the time

3

2

1 not good almost all the time

Code in WDH collection Measures of Happiness: A-AOE/c/sq/v/4/b

Measures of hedonic level Global estimates, Affect Balance Scale

During the past few weeks, did you ever feel ....?"  (yes/no)A.   Particularly exited or interested in something?B.   So restless that you couldn't sit long in a chair?C.   Proud because someone complimented you on something you had done?D.   Very lonely or remote from other people?E.   Pleased about having accomplished something?F.   Bored?G.   On top of the world?H.   Depressed or very unhappy?I.    That things were going your way?J.    Upset because someone criticized you?

Code in WDH collection Measures of Happiness: A-BB/cm/mq/v/2/ab

Measures of hedonic levelMultiple moment, Experience Sampling

My mood at the moment is ..

+2 clearly positive

+1 rather positive

0 indifferent

-1 rather negative

-2 clearly negative

Code in WDH collection Measures of Happiness: A-ARE/mi/sq/v/5/a

Measures of hedonic levelMultiple moment, Day Reconstruction

Applicability in tourism industry

Applicability in tourism industryFour kinds of satisfaction

Passing

Enduring

Part

Pleasure

Domain

satisfaction

Whole

Top experience

Life satisfaction

(Happiness)

Applicability in tourism industryInner appraisal of satisfaction

global assessment OVERALL SATISFACTION with trip sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants

Applicability in tourism industryFour kinds of satisfaction

Passing

Enduring

Part

Pleasure

Domain

satisfaction

Whole

Top experience

Life satisfaction

(Happiness)

Problem of top down bias

Applicability in tourism industrySolutions to top-down bias

• Focus on mood of the moment• Longitudinal assessment of mood

– Before trip– During trip– After trip

• Comparison of mood across activities– trip related e.g. during excursion

– unrelated to trip e.g. when brushing teeth

Applicability in tourism industryUses of Happiness Indicator

Applicability in tourism industryUses of Happiness Indicator

• Combination of: – Self help website: Tool for understanding happiness– Scientific study: large-scale long-term follow-up

• Joint project of– Health Insurance company VGZ– Erasmus university Rotterdam

• Online at:– www.gelukswijzer.nl– www.happinessindicator.com (Beta)

Applicability in tourism industryUses of Happiness Indicator

• Combines ESM and DRM

• Comparison over time

• Comparison across activities

• Comparison with control groups selected from 75.000 participants

• User friendly, low cost

Conclusions

Conclusions

• Satisfaction judgments have two components– Affective: how it feels– Cognitive, how it meet standards

• Current measures mainly cognitive

• Affective component relevant for tourism industry

• Best measured by ESM and DRM

World Database of Happiness

http://worlddatabaseofhappiness.eur.nl