Which of the following statements is true with regard to the disconfirmation paradigm?
A)It applies only to the need recognition stage of the buying process.
B)It eliminates the role of consumer expectations prior to the purchase.
C)It combines prepurchase expectations and postpurchase satisfaction.
D)It negates the role of cognitive dissonance in the postpurchase phase of the buying process.

Question

Quizplus · Accepted Answer

The disconfirmation paradigm combines the prepurchase expectations and the postpurchase satisfaction to determine whether the customer is satisfied or not. The paradigm involves comparing the perceived performance of the product or service against prior expectations, resulting in three possible outcomes: positive disconfirmation (exceeding expectations), confirmation (meeting expectations), or negative disconfirmation (falling short of expectations). Thus, statement A is incorrect as the disconfirmation paradigm applies to both pre-purchase expectations and post-purchase satisfaction. Statement B is also inaccurate as consumer expectations play a crucial role in the disconfirmation paradigm. Statement D is incorrect as the disconfirmation paradigm is used to explain the cognitive dissonance that arises in the postpurchase phase of the buying process.

Which of the Following Statements Is True with Regard to the Disconfirmation