Last Updated：2022/12/24
Assimilation theory in marketing research draws upon Festinger's (1957) cognitive dissonance theory and suggests that disconfirmed expectancy about a product or service will create psychological discomfort. As a result, consumers will reduce psychological tension by modifying assessment of the technical quality of the product or service.
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Assimilation
theory
in
marketing
research
draws
upon
Festinger's
(1957)
cognitive
dissonance
theory
and
suggests
that
disconfirmed
expectancy
about
a
product
or
service
will
create
psychological
discomfort.
As
a
result,
consumers
will
reduce
psychological
tension
by
modifying
assessment
of
the
technical
quality
of
the
product
or
service.
