Attributing Performance Discrepancy: Dimensions, Causes, and Effects

Abstract

This paper investigates the underlying causal dimensions of how consumers attribute product performance discrepancies and the effect of the causal dimensions on their post-experience behavior. The study employed a real-life product in a laboratory setting and included positively disconfirmed, confirming, and negatively disconfirmed experiences. It was found that subjects used four causal dimensions to attribute their product experience discrepancy. Each dimension captured distinct message and product treatment effects. The dimensions interacted with the nature of product experience to influence subjects' satisfaction evaluation, product attitude and buying intentions.