SIDDANNA M BALAPGOL

2. Contents
Introduction
Theory Of Disconfirmed Expectations
Post Purchase Dissonance
Factors Affecting Dissonance
Dissonance Reduction

3.  Consumer satisfaction is a mild, positive emotional state
resulting from a favorable appraisal of a consumption
outcome.
 Consumer dissatisfaction can be defined as a mild,
negative affective reaction resulting from an unfavorable
appraisal of a consumption outcome.
Introduction
• PositiveSatisfaction
• NegativeDissatisfaction

4. Definition
 “If the product matches expectations, the consumer is
satisfied; if it exceeds them, the consumer is highly
satisfied; if it falls short, the consumer is dissatisfied.”
--Philip Kotler
 “A judgment that a product or service feature, or the
product or service itself, provided (or is providing) a
pleasurable level of consumption-related fulfillment,
including levels of under-or over-fulfillment.”
--Oliver
Introduction

5.  Introduced by Leon Festinger
 Consumers enter into a consumption experience with
predetermined cognitive expectations of a product’s
performance.
 These expectations are used as a type of benchmark
against which actual performance perceptions are
judged.
Theory Of Disconfirmed
Expectations

6. Positive
Disconfirmation
When performance
is more positive than
what was expected
Leads to consumer
satisfaction
Negative
Disconfirmation
When performance
perceptions do not
meet expectations
Leads to
dissatisfaction
Theory Of Disconfirmed
Expectations
Finally, if performance perceptions exactly match what was
expected, confirmation or neutral disconfirmation is said to
occur.
Introduced
by (Oliver,
1980;
Spreng et
al. 1996).

7. Expectations
Performance
Perception
Disconfirmation Satisfaction
Model Of Disconfirmed
Expectations

8. Post Purchase Dissonance
Making
Decisions
To Purchase
Expose To
Information
That Perceive
To Support
Choices, And
Avoid
Information
Which Is Likely
To Rejected
May Feel
Uneasy
About
Acquiring The
Drawbacks Of
The Chosen
Brand And
About Losing
The Benefits
Leads To At
Least Some
Post
Purchase
Dissonance
Dissonance may increase because:
i. Expensive
ii. Similarity between the item selected and rejected
iii. Decision is very important

9. Factors Affecting Dissonance
Justification
Freedom Of Choice
Investment

10.  Sometimes individuals seek consistency between their
expectations and their reality
 This process is called dissonance reduction to bring their
cognitions and actions in line with one another
 It allows for a lessening of psychological tension and
distress
Dissonance Reduction

11. According to Festinger, dissonance reduction can be
achieved in three ways:
i. Change behavior/cognition
ii. Justify behavior/cognition by changing the conflicting
cognition
iii. Justify behavior/cognition by adding new cognitions
Dissonance Reduction

12. References
 Barry J. Babin, Eric Harris, Student Edition 2011, Consumer
Behaviour2, Published by South-Western Cengage Learning, USA,
Page no. 252-253
 Richard L. Oliver, Second Edition 2009, Satisfaction a behavioral
perspective on the consumer, published by Library of congress,
USA, page no. 6
 Sheetal kapoor, Consumer and the market, Published by Indian
institute of pubic administration, new delhi, page no.14-16
 Richard J Crisp, Rhiannon N Turner, Essential Social Psychology,
Second Edition 2010, Library of congress, USA, page no. 114
 http://en.wikipedia.org/wiki/Cognitive_dissonance#Reducing_cogniti
ve_dissonance