Webinars
MSI Webinar: The Confidence Curve: Why Satisfied Customers Leave (And How to Stop Them)
Marketers believe satisfaction drives loyalty. But what if satisfaction is only part of the story? Using linguistic analysis across 30 years, 100,000 consumers, and 4 million online reviews, this webinar reveals the role of consumer confidence in brand loyalty and product switching. Across diverse domains, we find that as consumers gain experience, confidence doesn’t just increase or decrease. Instead, it follows a more nuanced pattern that helps explain why even satisfied customers defect. This session offers practical takeaways for identifying when customers are vulnerable to switching, how to frame product offerings based on confidence signals, and ideas for building certainty alongside satisfaction.
speaker
Matthew D. Rocklage is the Thomas E. Moore Faculty Fellow and professor of marketing at Northeastern University’s D’Amore-McKim School of Business. He earned his PhD in social psychology from Ohio State University and was a postdoctoral scholar at the Kellogg School of Management at Northwestern University. He is the winner of the Attitudes and Social Influence Early Career Award from the Society for Personality and Social Psychology. His research has been funded by the National Science Foundation and published in top academic outlets such as the Proceedings of the National Academy of Sciences, Nature Human Behaviour, Journal of Consumer Research, Journal of Marketing Research, and Psychological Science. He is the creator of the Lexical Suite – a computational tool that captures attitudes via natural text – to measure and better understand attitude emotionality and confidence using real-world big data (www.LexicalSuite.com).