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Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments


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


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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    1. Peterson, Mark & Malhorta, Naresh K., 1998. "Measuring the Appraisal of Ad-Based Affect with Ad Promises," Journal of Business Research, Elsevier, vol. 42(3), pages 227-239, July.
    2. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco, 2019. "The extraordinary attraction of being ordinary: A moderated mediation model of purchase for prototypical products," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 267-278.
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    9. 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.
    10. Margarita Tejera Gil & Santiago Rodriguez Feijoó & Alejandro Rodriguez Caro & Delia Davila Quintana, 2005. "Consumerâ’S Satisfaction - Explanatory Models," ERSA conference papers ersa05p565, European Regional Science Association.
    11. Luc Wathieu & Marco Bertini, 2007. "Price as a Stimulus to Think: The Case for Willful Overpricing," Marketing Science, INFORMS, vol. 26(1), pages 118-129, 01-02.
    12. Loef, J. & Antonides, G. & van Raaij, W.F., 2002. "The Role of Schema Salience in Ad Processing and Evaluation," ERIM Report Series Research in Management ERS-2002-15-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    13. Dean C. H. Wilkie & Lester W. Johnson & Wynne W. Chin, 2018. "Does the type of attribute matter? Examining whether underlying factors explain product attribute preference," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 305-321, July.
    14. Talke, Katrin & Müller, Sebastian & Wieringa, Jaap E., 2017. "A matter of perspective: Design newness and its performance effects," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 399-413.
    15. Goedertier, Frank & Dawar, Niraj & Geuens, Maggie & Weijters, Bert, 2015. "Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit," Journal of Business Research, Elsevier, vol. 68(1), pages 157-165.
    16. Garaus, Marion & Wagner, Udo & Kummer, Claudia, 2015. "Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation," Journal of Business Research, Elsevier, vol. 68(5), pages 1003-1011.
    17. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
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    19. 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.
    20. Roest, Henk & Rindfleisch, Aric, 2010. "The influence of quality cues and typicality cues on restaurant purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 10-18.
    21. Olivier Brunel & Céline Gallen, 2010. "Et si c'était de la dissonance cognitive ?," Working Papers hal-00547775, HAL.
    22. 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.
    23. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application
      [La similarité en marketing : périmètre, mesure et champs d'application]
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    25. Kronrod, Ann & Lowrey, Tina M., 2016. "Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation," Journal of Business Research, Elsevier, vol. 69(3), pages 1182-1189.

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