The disconfirmation paradigm describes the difference between
A) a product's utilitarian function and the consumer's subjective needs.
B) a consumer's prepurchase expectations of the product's performance and the actual postpurchase experience.
C) a consumer's self-concept and how it may be contradictory to some of the products that they purchase.
D) the satisfaction levels of consumers who did thorough research before purchasing a product and those who did not.

Question

Quizplus · Accepted Answer

The disconfirmation paradigm focuses on the gap between what consumers expect before purchasing a product and their actual experience after using it, which affects their satisfaction.

The Disconfirmation Paradigm Describes the Difference Between