Which of the following is a difference between equity theory and the disconfirmation paradigm?
A) Equity theory is used for positive evaluations of a product where the customer is satisfied, whereas disconfirmation paradigm is used to identify negative features of a product that dissatisfies consumers.
B) Equity theory concerns the nature of exchanges between competitive marketers and their perceptions, whereas disconfirmation paradigm concerns the nature of exchanges between individuals and their perceptions.
C) Equity theory focuses on the consumer's inputs and outputs versus those of others, whereas the disconfirmation paradigm focuses on the consumer's predictions and experiences.
D) Equity theory occurs when there is a discrepancy between consumers' prior expectations and the product's actual performance, whereas disconfirmation paradigm occurs when consumers achieve satisfaction levels higher than expected.
E) Equity theory deals with consumer satisfaction that is transaction specific, whereas disconfirmation paradigm deals with consumer satisfaction that is relation-specific.

Question

Quizplus · Accepted Answer

The main difference between equity theory and the disconfirmation paradigm is that equity theory focuses on the comparison between the inputs and outputs of the customer versus those of others, whereas the disconfirmation paradigm focuses on the comparison between the customer's expectations and their actual experiences. In other words, equity theory is concerned with the fairness of the exchange, while the disconfirmation paradigm focuses on the satisfaction of the customer. Therefore, choice C is correct. Choices A, B, D, and E are incorrect because they do not accurately differentiate between the two theories.

Which of the Following Is a Difference Between Equity Theory