EFFECTS OF DISCONFIRMED CONSUMER EXPECTATIONS ON FOOD ACCEPTABILITY

ABSTRACT Three studies were conducted to assess the effects of disconfirmed consumer expectations on food acceptability. In the first, disconfirmed expectations for the sensory attributes of an edible film had a negative effect on acceptability of the film. Greater disconfirmation resulted in lower acceptance and purchase intent. In the second study, written product information was used to establish three levels of expected acceptability and expected bitterness for a novel fruit beverage. Comparison of preexposure (expected) and postexposure (perceived) ratings of acceptability and bitterness supported an assimilation model of disconfirmation effects for conditions in which expectations of acceptability were high and expectations of bitterness were low. A contrast effect was observed for bitterness judgments when expectations of bitterness were high. Associative effects resulting from the expectation manipulation were observed on other sensory attributes. In the third study, expectations were manipulated to influence both direction (positive versus negative) and degree of disconfirmation for the acceptance of cola beverages. Results provided further support for an assimilation model of these effects.