Last Updated：2025/12/31
Sentence
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.
Quizzes for review
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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