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.