| But such a belief is hard to maintain and is hence vulnerable to disconfirmation in various ways. |
| Somehow, this article of faith survives daily disconfirmation. |
| It is this disconfirmation of expectation that is the defining feature of disappointment. |
| In particular, it has been noted that customers are willing to absorb some positive or negative disconfirmation of expectations before expressing satisfaction or dissatisfaction. |
| A law of nature must be immune to such possible disconfirmation. |
| Themes are identified and similarities and contradictions emerge in the analysis, with confirmation or disconfirmation of findings supported in subsequent interviews. |
