Describe the disconfirmation paradigm and clarify howZARA handles this particular aspect of consumer behaviour.

Both marketers and consumers must be aware of and can be affected by three types of controversies - acquisition, usage/consumption, disposition. Thinking aboutZARA, discuss what the brand should be aware of, how they could be affected or how their consumers could be affected by these controversies.

Discuss how these three socially responsible behaviours are relevant to theZARA brand: environmentally conscious behaviour; charitable behaviour; community involvement.