 These evaluations or judgments are made in comparison to the person’s original expectations.When a product, service, or technology artifact outperforms the person’s original expectations, the disconfirmation is positive, which is posited to increase post-purchase or post-adoption satisfaction.When a product, service, or technology artifact underperforms the person’s original expectations, the disconfirmation is negative, which is posited to decrease post-purchase or post-adoption satisfaction (i.e., to increase dissatisfaction).