One of my impulse purchases is the experience of buying a green nylon dress. I did not plan for buying it before as it was bought when I was shopping around to purchase a birthday gift to my friend. I purchased it without much thinking about the negative comment from my friends or whether I would wear it afterwards as I was triggered by the in-store display of the dress. It was displayed with a nice black necklace. It was beautiful and so, I made the purchase decision with excitement.
I was not satisfied with the purchase once I tried the dress on at home. There was a mismatch between my expectation and its performance. First, I expected that I would look younger once I wore it while others and I also thought that it made me look older. Second, although the outlook of the dress was not small while its inner layer of nylon was very tight. It was not comfortable to wear it. Third, it seemed that the style of the dress was easy to be matched with other fashion items while its color made it extremely difficult to be matched. As a result, I was not so satisfied with the dress as the above unexpected reasons.
The disconfirmation paradigm can best explain my dissatisfaction. From the concept, dissatisfaction occurs when there is a negative discrepancy between our expectation and the product actual performance. In my experience, I expected that the dress would be easy to carry, be comfortable to wear and make me look young while once I tried on, the dress failed to conform to my expectations mentioned. As a result, there was a negative disconfirmation between my expectation and its actual performance which led to dissatisfaction....