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Fading Optimism in Products : Temporal Changes in Expectations About Performance. (With Abstract)

By:

Monga Ashwani

Material type: Article

ArticleLanguage: ENG Series: ; XLIIIPublication details: Nov 2006 0Edition: 4Description: 654-663 PpSubject(s):

Performance

DDC classification:

Online resources:

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Summary: The authors demonstrate that choosing one product from a set of competing alternatives can change expectations about the chosen product such that consumers can become optimistic about the product's performance, and this optimism can then fade away. In five experiments, the authors show that this phenomenon of fading optimism in products is robust across different experimental settings and product categories and is moderated by prior attitude toward the product category and ambiguity of the product's performance.

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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Mon (Browse shelf(Opens below))	Available		AR8364

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The authors demonstrate that choosing one product from a set of competing alternatives can change expectations about the chosen product such that consumers can become optimistic about the product's performance, and this optimism can then fade away. In five experiments, the authors show that this phenomenon of fading optimism in products is robust across different experimental settings and product categories and is moderated by prior attitude toward the product category and ambiguity of the product's performance.

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