What is the most commonly accepted theory of consumer satisfaction?
A) attribution
B) balance
C) expectancy/disconfirmation
D) satisfaction/dissatisfaction

Question

Quizplus · Accepted Answer

Expectancy/disconfirmation theory suggests that consumers form expectations prior to making a purchase, then compare their actual experience to these expectations. If the actual experience meets or surpasses expectations, consumers feel satisfied. If the actual experience falls short of expectations, consumers feel dissatisfied. This theory is widely accepted in marketing and consumer behavior research as the most accurate explanation of consumer satisfaction.

What Is the Most Commonly Accepted Theory of Consumer Satisfaction