According the expectancy/disconfirmation theory, which of the following leads to consumer satisfaction?
A) positive confirmation
B) positive disconfirmation
C) negative confirmation
D) negative disconfirmation
E) continuation

Question

Quizplus · Accepted Answer

The expectancy/disconfirmation theory suggests that consumer satisfaction is achieved when there is positive disconfirmation - this means that the actual performance of the product or service exceeds the consumer's expectations. Positive confirmation (A) simply confirms the consumer's expectations, but does not necessarily lead to satisfaction. Negative confirmation (C) occurs when the product or service performs worse than expected, leading to dissatisfaction. Negative disconfirmation (D) occurs when the product or service performs even worse than the consumer expected, resulting in extreme dissatisfaction. Continuation (E) is not a relevant option for this theory.

According the Expectancy/disconfirmation Theory, Which of the Following Leads to Consumer