Improving the user's expectation disconfirmation toward the tumbler by reducing the differences in sensory dominance between pre-purchase and post-purchase evaluation

Regardless of going online or physical shopping, expectation disconfirmation due to the discrepancy between pre-purchase and post-purchase evaluation may occur from time to time. Thus, this study takes the tumbler as an example and aims to explore the reasons behind, as well as finding a suitable solution. It is hypothesized that the change of sensory dominance in product interaction from purchase to real use might lead to expectation disconfirmation. More specifically, if the user-product interaction during purchase can be better designed to ensure the consistent sensory dominance with real use, there is a chance to avoid expectation disconfirmation. A set of five scenarios of user-product interaction was first proposed by investigating the daily-use behavior of tumbler users. 15 female participants with the experience of tumbler use were then recruited to experience the traditional product interaction during purchase first. After at least three weeks, they returned to experience the new manner of user-product interaction during purchase. Subsequently, each participant took a tumbler home to use it for four consecutive weeks, during which she was required to provide subjective responses at the end of each week. Results showed that there is no sufficient evidence that ensuring consistent sensory dominance during purchase with real use can avoid expectation disconfirmation. Nevertheless, the findings through interviews support the need for doing so.