Fading optimism in products: Temporal changes in expectations about performance

Ashwani Monga, Michael J. Houston

Research output: Contribution to journalArticlepeer-review


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.

Original languageAmerican English
Pages (from-to)654-663
Number of pages10
JournalJournal of Marketing Research
Issue number4
StatePublished - Nov 2006
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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