The Mediator of Disconfirmation on Satisfaction and Consumer Intentions: Practical Application Effect in a Sporting Event

Proposal For An Affective: Cognitive Model Of Consumer Satisfaction

This study is part of the cognitive and affective theory aims to contrast the trend in the literature that emphasizes the need to consider the process of consumer satisfaction from a cognitive approach affective influence (Wirtz and Bateson, 1999; Bigné et al. 2005).

Since the late sixties marketing researchers of consumer behavior have shown interest in the concept of satisfaction (Alvarado Herrera Beltrán and Gallego, 2008) but today there is a consensus on the definition or nature (Bigné et al. 2005). In recent years researchers (Giese & Cote, 2000; Yu & Dean, 2001) suggest that a more appropriate measure is obtained if we understand satisfaction as an emotional and cognitive process. Even proponent’s researchers disconfirmation paradigm as explanatory axis satisfaction (Alvarado Herrera Beltrán and Gallego, 2008) advocate the need to consider new perspectives (Westbrook and Oliver, 1991; Mano and Oliver, 1993), which is higher relevance even in the case of sporting events (Martinez and Martinez, 2007).