Expectations-Disconfirmation Theory

Expectations-Disconfirmation Theory is a concept that explains how our satisfaction with a product or service is influenced by our expectations. When we encounter a product, we have certain expectations about its quality or performance. If the experience meets, exceeds, or falls short of those expectations, our satisfaction level changes. If it performs better than expected, we feel pleased; if it meets our expectations, we feel neutral; and if it performs worse, we feel disappointed. Essentially, our satisfaction is shaped by the gap between what we expected and what we actually experienced.