Which consumer theory proposes that consumers use expectations as a benchmark against which performance perceptions are judged and this comparison is a primary basis for satisfaction/dissatisfaction?
A) attribution theory
B) expectancy/disconfirmation theory
C) input/output theory
D) equity theory
E) social comparison theory

Question

Quizplus · Accepted Answer

The theory in question is the expectancy/disconfirmation theory, which suggests that consumers use their expectations as a benchmark to judge their level of satisfaction or dissatisfaction. It proposes that the degree of satisfaction/dissatisfaction depends on the difference between the expected and actual performance of a product or service. Therefore, the correct answer is B.

Which Consumer Theory Proposes That Consumers Use Expectations as a Benchmark