DISCONFIRMATION OF CONSUMER EXPECTATIONS THROUGH PRODUCT TRIAL

被引:255
作者
OLSON, JC [1 ]
DOVER, PA [1 ]
机构
[1] DARTMOUTH COLL,HANOVER,NH 03755
关键词
disconfirmation of expectations of product; product evaluations; married female consumers;
D O I
10.1037/0021-9010.64.2.179
中图分类号
B849 [应用心理学];
学科分类号
040203 ;
摘要
Proposes an explicit definition of consumers' product expectations as pretrial beliefs about the product. Specific expectations about a product characteristic were created by exposing 38 married female consumers to 3 advertisements, each of which described 1 salient attribute of the product (ground coffee). These expectations were then negatively disconfirmed by a controlled trial experience with the product. For a wide range of cognitive variables, the disconfirmation caused negative changes in product evaluations. However, postdisconfirmation evaluations were not so negative as the product ratings of a nondisconfirmed control group that merely evaluated the product in absence of manipulated expectations. Results are consistent with both dissonance and assimilation-contrast theory. (30 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1979 American Psychological Association.
引用
收藏
页码:179 / 189
页数:11
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