Article1973

Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance

1,066 citations0/0 files storedJournal of Marketing Research

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Four psychological theories are considered in determining the effects of disconfirmed expectations on perceived product performance and consumer satisfaction. Results reveal that too great a gap between high consumer expectations and actual product performance may cause a less favorable evaluation of a product than a somewhat lower level of disparity.

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References

1957A Theory of Cognitive Dissonance 2017A Theory of Cognitive Dissonance 1965An Experimental Study of Customer Effort, Expectation, and Satisfaction

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