Prakash, Ved; Lounsbury, John W.
January 1983
Advances in Consumer Research;1983, Vol. 10 Issue 1, p244
Conference Proceeding
This study analyzes the reliability of difference scores used for the computation of the disconfirmation of expectations. Data were collected in two stages, once for expectations and then for postpurchase evaluation for two products-fast food hamburger restaurants and beer. Results showed that the disconfirmation of expectations measures based on difference scores have low reliability (.46 and .19), which may contribute to the low correlations with overall purchase satisfaction. Formulas for correction for attenuation and illustrative tables are presented which show how validity changes as a function of changes in the reliability of the disconfirmation of expectation and overall satisfaction measures. Recommendations are made for: the development of more reliable scales, continued examination of the quality measuring devices used by marketing researchers, and inquiry into related measurement topics such as generalizability theory.


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