PERSONAL VALUES, SELF-CONCEPT, INTERNAL VS. EXTERNAL LOCUS OF CONTROL, CONSUMER DISCONTENT WITH MARKETING SYSTEM, AND SATISFACTION AT THE MICRO-LEVEL

Abstract

The major purpose of this paper is to provide a conceptual framework for explaining consumer satisfaction on the basis of personal values, self-acceptance, Internal vs. External locus of control and discontent with Marketing system. This framework was used for a research project to examine the differences in the levels of satisfaction at the macro-level and micro-level between three major sub-cultural groups, i.e., Anglos, Blacks and Hispanics in the Greater Miami area.