According to the expectancy/disconfirmation theory, when performance perceptions are more beneficial than what was expected, _____ occurs.
A) positive disconfirmation
B) negative disconfirmation
C) negative expectation
D) positive expectation

Question

Quizplus · Accepted Answer

According to the expectancy/disconfirmation theory, when performance perceptions exceed expectations, positive disconfirmation occurs, which means that the consumer is pleasantly surprised and satisfied with the product or service. On the other hand, negative disconfirmation happens when performance perceptions fall below expectations, leading to dissatisfaction. Therefore, A is the correct answer.

According to the Expectancy/disconfirmation Theory, When Performance Perceptions Are More