The most commonly accepted theory of consumer satisfaction is _____.
A) attribution theory
B) balance theory
C) expectancy/disconfirmation theory
D) equity theory
E) satisfaction/dissatisfaction theory

Question

Quizplus · Accepted Answer

Expectancy/disconfirmation theory is the most commonly accepted theory of consumer satisfaction. It suggests that consumers form expectations before purchasing a product or service and then compare their actual experience with those expectations. If the actual experience exceeds expectations, the consumer is satisfied. If it falls below expectations, the consumer is dissatisfied.

The Most Commonly Accepted Theory of Consumer Satisfaction Is _____