Which Consumer Theory Proposes That Consumers Use Expectations as a Benchmark

question 67

Multiple Choice

Which consumer theory proposes that consumers use expectations as a benchmark against which performance perceptions are judged and this comparison is a primary basis for satisfaction/dissatisfaction?

• A) attribution theory
• B) expectancy/disconfirmation theory
• C) input/output theory
• D) equity theory
• E) social comparison theory

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