You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance
Rolph E. Anderson
Journal of Marketing Research
Vol. 10, No. 1 (Feb., 1973), pp. 38-44
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149407
Page Count: 7
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Four psychological theories are considered in determining the effects of disconfirmed expectations on perceived product performance and consumer satisfaction. Results reveal that too great a gap between high consumer expectations and actual product performance may cause a less favorable evaluation of a product than a somewhat lower level of disparity.
Journal of Marketing Research © 1973 American Marketing Association