Figure 6
From: Assessing the shape symbolism of the taste, flavour, and texture of foods and beverages
Figure showing the predicted effect of various degrees of ‘disconfirmed expectation’ on overall product experience (modified from Schifferstein [[51]]). The basic idea here is that if the expectation set up (for example, by the shape symbolism on the packaging) is a little better than the actual experience delivered by the product, then the consumer experience may be enhanced. However, if the difference between expectation and actual experience is too great then what you end up with is disconfirmed expectation.