This study examines how consumers evaluate yoghurt products under three information conditions: blind tasting (sensory only), label (origin only), and full information (sensory plus origin). While Expectation Disconfirmation Theory (EDT) has traditionally been used to assess the gap between consumer expectations and product experience, this paper focuses on two origin-based cognitive indicators: Predictive Value, which measures the accuracy of region cues that forecast final evaluations, and Confidence Value, which captures consumer trust in origin information before tasting. Data were collected from 181 consumers evaluating seven regional yoghurt products. Statistical analysis included repeated measures ANOVA, mediation models (PROCESS Model 4), and linear regressions using the indexes. Results showed that although origin cues influenced expectations, sensory experience remained the strongest determinant of final evaluations. The regression results demonstrated significant regional variation in the explanatory power of the indexes (e.g., R2 = 0.609 for Prishtina, R2 = 0.466 for Peja). A typology matrix classified consumer patterns into four psychological profiles. The findings show that, from the lens of EDT, consumer trust and the perceived informativeness of origin cues matter even for familiar products, such as yoghurt. By integrating cognitive dimensions into consumer evaluation, this paper contributes to our understanding of traditional food choices and the branding power of regional origin.
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