Conceptualizing Consumer Rationality Through the Narrative of Dissatisfaction

Within the assumption of economic rationality consumer has treasured sufficient resources to make the best decision that lead him to satisfaction. Meanwhile it may happen the condition of dissatisfaction. Consumer may not be able to get what he expects. By mixed-method approach the concept of needs-benefit relevance in the narrative of consumer's dissatisfaction is explored. Results show pattern of participants' narrative that significantly indicate the dynamic change of needs and creative efforts by the business to offer various level of product benefit. This conceptual research may contribute references in Consumer Behaviour specifically in the integrated areas of consumer's needs, product benefit and needs-benefit relevance.