Asymmetry in the disconfirmation of expectations for natural yogurt.

Effects of expectations conveyed by a product description or an empty package on the evaluation of four types of natural yogurt were studied in a laboratory setting. Hedonic and perceptual responses for the correctly or incorrectly identified products generally showed assimilation: they fell between the responses to the unlabelled products and the responses for the expected properties evoked by presenting only product descriptions or empty packages. Hedonic judgments remained close to the expectation when the product performed better than expected, whereas they were relatively close to the evaluation for the unlabelled product when the product performed worse than expected. The asymmetry was largest for the buying intentions of subjects who received product packages. This is in accordance with the theory that positive disconfirmations are regarded as "gains" and negative disconfirmations as "losses". The asymmetry is likely to be more important in actual buying behaviour than in the experimental settings generally studied, as here. Copyright 1999 Academic Press.