Which consumer theory proposes that consumers use expectations as a benchmark against which performance perceptions are judged and this comparison is a primary basis for satisfaction/dissatisfaction?
A) attribution
B) expectancy/disconfirmation
C) input/output
D) equity

Question

Quizplus · Accepted Answer

The expectancy/disconfirmation theory suggests that consumers have expectations for a product or service and use those expectations as a benchmark to evaluate their actual performance perceptions. If performance meets or exceeds expectations, consumers are satisfied. If performance falls short of expectations, consumers are dissatisfied. This comparison between expectations and perceived performance is the primary basis for satisfaction or dissatisfaction according to this theory. Attribution theory suggests that consumers make attributions for product or service outcomes, input/output theory focuses on the perceived cost and benefits of purchasing a product, and equity theory suggests that consumers compare their own inputs and outcomes with a reference group to determine fairness.

Which Consumer Theory Proposes That Consumers Use Expectations as a Benchmark