In consumer behavior, _____ is the tendency for expectations to guide performance perceptions.
A) confirmatory bias
B) negative disconfirmation
C) cognitive dissonance
D) consumption frequency

Question

Quizplus · Accepted Answer

Confirmatory bias is the tendency to seek out information that confirms our pre-existing beliefs and expectations. In consumer behavior, this can influence how we perceive and evaluate products or services based on our expectations, potentially leading to biased performance perceptions.

In Consumer Behavior, _____ Is the Tendency for Expectations to Guide