"Consumer Dissatisfaction or Disappointment:  The Critical Difference"

by William J. Bahr, Rockwell International (ret.)


New Findings on Consumer Satisfaction and Complaining, Ralph L. Day and H. Keith Hunt, eds.  Bloomington, IN:  Indiana University, pp 29-32, 1982

(Papers from the Fifth Annual Conference on Consumer Satisfaction, Dissatisfaction and Complaining Behavior. 
St. Louis, Missouri, November 6-8, 1980)


Possible applications in "Rising Expectations" and "The Big Lie."  Hope you're not disappointed!   : )

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