Advanced Search
MyIDEAS: Login to save this article or follow this journal

Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments


Author Info

  • Stayman, Douglas M
  • Alden, Dana L
  • Smith, Karen H
Registered author(s):


    Recent research has shown that processing based on the product-category schemas of consumers can influence the manner in which consumers evaluate products. This article presents a series of studies that explore how processing based on such schemas interacts with consumer expectations prior to the trial of a new product and influences disconfirmation judgments and product evaluations following the trial. An initial study finds that, when attributes included in the description of a new product are very discrepant from a prior category schema, consumers may switch schemas in forming pretrial expectations. A second study finds that more negative product evaluations following the trial may result when consumers' experience with a product during the trial is very different from schema expectations, compared with the situation in which the product matches schema expectations. A third study demonstrates that disconfirmation judgments and post-trial evaluations may occur through processing at the product-category schema level, rather than through processing at the product attribute level. Copyright 1992 by the University of Chicago.

    Download Info

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below under "Related research" whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 19 (1992)
    Issue (Month): 2 (September)
    Pages: 240-55

    as in new window
    Handle: RePEc:ucp:jconrs:v:19:y:1992:i:2:p:240-55

    Contact details of provider:
    Web page:

    Related research



    No references listed on IDEAS
    You can help add them by filling out this form.


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
    2. Desai, Kalpesh Kaushik & Mahajan, Vijay, 1998. "Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers," Journal of Business Research, Elsevier, vol. 42(3), pages 309-324, July.
    3. Jurca Maria Alina & Plăiaș Ioan, 2013. "Schema Congruity - A Basis For Evaluating Ambient Advertising Effectiveness," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1765-1774, July.
    4. Margarita Tejera Gil & Santiago Rodriguez Feijoó & Alejandro Rodriguez Caro & Delia Davila Quintana, 2005. "Consumer’S Satisfaction - Explanatory Models," ERSA conference papers ersa05p565, European Regional Science Association.
    5. Coughlan, Richard & Connolly, Terry, 2001. "Predicting Affective Responses to Unexpected Outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 85(2), pages 211-225, July.
    6. Simon Blanchard & Wayne DeSarbo & A. Atalay & Nukhet Harmancioglu, 2012. "Identifying consumer heterogeneity in unobserved categories," Marketing Letters, Springer, vol. 23(1), pages 177-194, March.
    7. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
    8. Olivier Brunel & Céline Gallen, 2010. "Et si c'était de la dissonance cognitive ?," Working Papers hal-00547775, HAL.


    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


    Access and download statistics


    When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:19:y:1992:i:2:p:240-55. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.