What is disconfirmation?

Disconfirmation refers to the cognitive process where an individual's belief or expectation about a particular event, product, or service is either confirmed or disconfirmed. Disconfirmation occurs when the reality of a situation does not match up with one's initial expectations. For example, if a person expects a restaurant to have great food based on reviews but their experience is less than favorable, they may experience disconfirmation. Disconfirmation can lead to a range of emotions, including sadness, disappointment, frustration, and anger. In marketing, disconfirmation is an important concept as it can impact consumer behavior, satisfaction, and loyalty. Companies can manage disconfirmation by setting appropriate customer expectations, addressing customer complaints, and improving their service or product offerings.