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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
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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