Satisfaction (Mis)Pricing Revisited: Real? Really Big?

The question whether customer satisfaction is mispriced by the stock market has been debated over the past decade. Yet, it remains unintegrated with the broader asset pricing literature. We critique Fornell, Morgeson, and Hult (2016) focusing on their missed opportunities in addressing theoretical lacuna and empirical challenges, which can establish the satisfaction mispricing anomaly. In doing so, we distinguish mispricing from value relevance, classify two broad avenues for satisfaction mispricing research, and detail the scope of future research under each. We conclude by summarizing specific research opportunities and presenting implications for managers, investors, and educators that could lead marketing to become a net contributor to the marketing-finance dialog.