The Intention of Attending a Sporting Event Through Expectation Disconfirmation and the Effect of Emotions

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 & 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 & Gallego, 2008) and today there is not a consensus on its definition or nature (Bigné et al., 2005). Recently, researchers (Giese a&Cote, 2000; Yu & Dean, 2001) have suggested that a more appropriate measure is obtained if we understand satisfaction as an emotional and cognitive process. Even researchers who propose the disconfirmation paradigm as an explanatory satisfaction axis (Alvarado Herrera Beltrán & Gallego, 2008) advocate for the need to consider new perspectives (Westbrook & Oliver, 1991; Mano & Oliver, 1993), which is of even greater relevance in the case of sporting events (Martinez & Martinez, 2007).