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Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments

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  • Stayman, Douglas M
  • Alden, Dana L
  • Smith, Karen H

Abstract

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.

Suggested Citation

  • Stayman, Douglas M & Alden, Dana L & Smith, Karen H, 1992. " Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, Oxford University Press, vol. 19(2), pages 240-255, September.
  • Handle: RePEc:oup:jconrs:v:19:y:1992:i:2:p:240-55
    DOI: 10.1086/209299
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    File URL: http://dx.doi.org/10.1086/209299
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