Using the disconfirmation of expectations model as a framework, we sought to evaluate the effect of providing drug information on the satisfaction-dissatisfaction process. Consumers (n = 320) recruited from two community pharmacies were given a scenario describing the purchase of a prescription drug product and the consequences of taking that product. Thc scenario also contained one of four levels of drug information and one of four levels of therapeutic outcome. The disconfirmation of expectation model was supported by the study. Analyses revealed that providing drug information resulted in more positive disconfirmation and higher levels of satisfaction when the outcome of therapy was less than optimal. Satisfaction, then, is a function of expectation and disconfirmation.
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