Empirical Evidence of Pre-Purchase Dissonance: Revisiting Expectation-Disconfirmation Paradigm and Assimilation-Contrast Effects

This study explores pre-purchase dissonance through expectation disconfirmation and the assimilation-contrast effect in consumer decision-making. Pre-purchase dissonance refers to the discomfort experienced by the consumers when the product performance perceptions do not align with performance expectations. The study hypothesised that the consumers re-evaluate their perception regarding a product when their expectations are not met and the re-evaluation either takes the assimilation route or contrast route, thus positing that the dissonance caused by the disonfirmation will result in the consumer re-evaluating their perceptions in curvilinear path rather than linear. Using partial least square structural equation modeling, the study investigates these relationships through a structured survey of 396 prospective car buyers. Findings show that expectation disconfirmation significantly impacts pre-purchase dissonance and this dissonance is reduced by the re-evaluation of their perception. The consumers who experience low to moderate dissonance re-evaluate their perception by assimilating their experiences with initial expectations whereas consumers who experienced high dissonance contrasted their experience against their initial expectation. Thus, a curvilinear relationship between dissonance and re-evaluation is observed, with moderate dissonance levels having higher purchase intentions than extremely high levels. This study contributes insights into pre-purchase dissonance drivers and their effects on consumer behaviour, offering strategies for marketers to enhance customer satisfaction.