Consumer Dissatisfaction

Within the context of consumer satisfaction/dissatisfaction (CS/D), dissatisfaction is the attitude that a consumer develops after he or she has evaluated his or her consumption experience of a product or service. Dissatisfaction can arise from the failure of a product or service to meet a consumer's expectations, from negative perceptions of the performance of a product or service during consumption, from negative feelings experienced during the consumption of a product or service, or from a combination thereof. Much of the psychology-based research into consumer dissatisfaction falls under the umbrella of CS/D.

Consumer satisfaction/dissatisfaction draws on a number of different psychological theories to explain the attitudes that individual consumers develop in reaction to their experiences with specific goods and services. These theories include expectancy disconfirmation, attribution theory, ...