Disconfirmed Expectations Theory of Consumer Satisfaction: An Examination of Representational and Response Language Effects

Abstract

The disconfirmed expectations theory of consumer satisfaction is a generally accepted theory utilized by marketing managers to impact consumers' satisfaction and their likelihood to make purchases. This paper reports the results of an experiment in which the strength of the linkages among variables specified in the disconfirmed expectations theory is examined while controlling for measurement context and response language effects. The results extend previous research by examining both predictors and consequences of consumer satisfaction and by providing evidence that expectations produce representational effects rather than merely measurement context and response language effects. In general, the findings provide support for the theory and the strategic implications of the disconfirmed expectations theory.