Which of the following theories proposes that consumers enter into a consumption experience with predetermined cognitive expectations of consumption against which the actual perceptions are judged?
A) Cognitive attribution theory
B) Expectancy/disconfirmation theory
C) Path-goal theory
D) Equity theory
E) Balance theory

Question

Quizplus · Accepted Answer

Expectancy/disconfirmation theory proposes that consumers have certain expectations about a product or service before they consume it, and they judge their actual experience against these expectations. If the experience meets or exceeds their expectations, they are satisfied, but if it falls short, they may be dissatisfied. This theory helps explain how consumers form attitudes and make decisions about future purchases.

Which of the Following Theories Proposes That Consumers Enter into a Consumption