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What is Asymmetry Analysis?

Research in psychology has shown that gains and losses are not equivalent for people. For example, a loss of $10 often causes more pain than the comparative joy of gaining $10.

Similarly, the effect of satisfaction and dissatisfaction with certain attributes could have asymmetric effects on overall satisfaction with a product. For example, some attributes are dissatisfiers, where an improvement in performance will not lead to significant improvement in overall satisfaction while a drop in satisfaction can have severe consequences. Satisfiers exhibit the opposite effect. Identification of attributes that are asymmetric can have differing implications for managers.

To learn more comprehensive details about Asymmetry Analysis read Rajan's (our Chief Research Officer) article called Asymmetry Analysis.

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