Fading Optimism in Products: Temporal Changes in Expectations about Performance
Abstract
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...
Paper Details
Title
Fading Optimism in Products: Temporal Changes in Expectations about Performance
Published Date
Nov 1, 2006
Volume
43
Issue
4
Pages
654 - 663
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