Fading optimism in products: Temporal changes in expectations about performance

TY - JOUR

T1 - Fading optimism in products

T2 - Temporal changes in expectations about performance

AU - Monga, Ashwani

AU - Houston, Michael J.

PY - 2006/11

Y1 - 2006/11

N2 - 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.

AB - 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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U2 - https://doi.org/10.1509/jmkr.43.4.654

DO - https://doi.org/10.1509/jmkr.43.4.654

M3 - Article

SN - 0022-2437

VL - 43

SP - 654

EP - 663

JO - Journal of Marketing Research

JF - Journal of Marketing Research

IS - 4

ER -