Expectation Disconfirmation
An expectation that is met gets absorbed into the experience. An expectation that is broken becomes the experience, usually as disappointment, even when the product itself was fine.
What it is
Perception of a product is not a reading taken at the moment of use. It is a comparison between what arrived and what was predicted, and the prediction was formed earlier, from the packaging, the colour, the price and the container.
This is why the sensory literature keeps finding that mismatch does more damage than match does good. A drink whose colour promises one taste and delivers another is rated worse than a drink that promised nothing at all.