Explain the expectancy/disconfirmation theory. Describe how it explains your satisfaction or dissatisfaction from a recent consumption...

Explain the expectancy/disconfirmation theory. Describe how it explains your satisfaction or dissatisfaction from a recent consumption experience.

Expert Solution

Expectation disconfirmation theory ( also known as expectation confirmation theory or ECT) is a cognitive theory developed by Richard. L. Oliver in 1977. According to this theory, an individual's satisfaction on a service or product is determined by factors such as expectations, perceived performance and disconfirmation of beliefs about the product or service.

Expectations.......

Disconfirmation beliefs....... Satisfaction.

Perceived performance......

Expectations are anticipated or predicted qualities associated with the product or service. Perceived performance is an individual's perception about the performance ( utility and capacity) of the product or service. The third factor, disconfirmation beliefs are the evaluation of the individual about the product or service compared to existing expectations.

Example

Davidson bought a new car worth twenty thousand dollars and now he is very much satisfied with his purchase. Because, his expectations matches with his beliefs and the car gives a good performance as he was expected.

Hayet Jeridi answered 6 months ago

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