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Fading optimism in products: temporal changes in expectations about performance
Product expectations are predictions about how good a product's performance will be. A product may be chosen if it is expected to perform well, and it may lead to satisfaction if the product performance meets or exceeds expectations. This research explores how expectations can change from the time a product is chosen from a set of competing alternatives to the time the product's performance is revealed. Specifically, it addresses the following question: Before the performance of a chosen product is revealed, can consumers' expectations about product performance change over time (from the prechoice stage to the postchoice stage), even as product knowledge remains the same? This research offers some notable implications for practitioners. Expectations are known to determine not only whether consumers will choose a certain product but also whether consumers will be satisfied after the actual product performance is revealed. In light of the researchers' findings, consumers should be less likely to buy such warranties soon after purchase, when they are optimistic about performance, and more likely to buy them when performance is imminent.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Performance evaluation Customer Satisfaction Product Choice Optimization Expectations studies Temporal logic |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |