According to the expectancy/disconfirmation theory of consumer satisfaction, disconfirmation is the satisfaction judgment.

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According to the expectancy/disconfirmation theory of consumer satisfaction, satisfaction judgment is based on the comparison between the consumer's expectations and perceptions of the product or service performance. Disconfirmation occurs when there is a discrepancy between expectations and perceptions, resulting in either positive or negative disconfirmation. Therefore, disconfirmation is a factor that influences satisfaction judgment, but it is not the same as satisfaction judgment itself.

According to the Expectancy/disconfirmation Theory of Consumer Satisfaction, Disconfirmation Is