Which of the following theories proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange?
A) Attribution theory
B) Expectancy/disconfirmation theory
C) Equity theory
D) Balance theory
E) Self-perception theory

Question

Quizplus · Accepted Answer

Equity theory proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange, with the expectation that the outcomes should be proportional to the inputs. If this proportionality is not achieved, consumers may feel either under-rewarded or over-rewarded, which can impact their satisfaction and behavior towards the exchange. Attribution theory refers to how individuals attribute their own or others' behavior to internal or external factors. Expectancy/disconfirmation theory suggests that satisfaction is determined by the discrepancy between consumers' expectations and their perceptions of what actually happens in an exchange. Balance theory relates to the cognition of relationships among individuals, objects or events, and self-perception theory proposes that individuals infer their attitudes by observing their own behavior.

Which of the Following Theories Proposes That Consumers Cognitively Compare