... emotional response to an evaluation of a product or service consumption experience (Wilke, 1990). Expectancy Disconfirmation Model A model critical for understanding and influencing CS/D is the Expectancy Disconfirmation (ED) model. This model defines CS/D as the evaluation rendered that the experience was at least as good as it was supposed to be (Mowen, 2001). The popular view is that the confirmation / disconfirmation of pre-consumption product standards is the essential determinant of satisfaction. This CS/D paradigm posits that confirmed standards lead to moderate satisfaction; positively disconfirmed (exceeded) standards lead to high satisfaction and negatively disconfirmed (underachieved) standards lead to dissatisfaction (Fournier and Mick, 1999). Product expectations are the standard against which the actual performance of the product is assessed (Mowen, 2001), and a number of factors may influence the level of performance expected. Factors associated with the brand itself influence expectations, prior experiences, prices and physical characteristics will influence how consumers ...

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