According the expectancy/disconfirmation theory, which of the following leads to consumer satisfaction?
A) positive confirmation
B) positive disconfirmation
C) negative confirmation
D) negative disconfirmation

Question

Quizplus · Accepted Answer

According to the expectancy/disconfirmation theory, expectations play a key role in consumer satisfaction. When a product or service meets or exceeds a consumer's expectations, it leads to positive disconfirmation and therefore satisfaction. Therefore, option B (positive disconfirmation) is the correct choice as it means the actual experience exceeded the consumer's expectation.

According the Expectancy/disconfirmation Theory, Which of the Following Leads to Consumer