Motivated Expectation Setting and Its Unintended Consequence on Satisfaction

This interrogation posits that consumers actively seek to manage their foretastes and examines the consequences of such set out panorama setting on gladness. Faced with uncertain outcomes (e.g., hybridization performance), consumers ar cause to protect themselves from potential dis hitch of their expectancys and the controvert tinge that accompanies such a disconfirmation. The basic premise of this research is that plenty try to strategically manage their coming(prenominal) affective states through strategic foresight management but that they are not very good at such management. We call off that this is because takings to the initial intention, setting one?s expectancy grim generates counterfactual thoughts of alternative outcomes or courses of action, such that, horizontal upon confirmation of this expectation, one is dissatisfied. This prediction is inconsistent with the premise and the robust falsifiable findings of the expectancy-disconfirmation par adigm which posits that confirmation of one?s expectation (positively-valenced) should at least trey to a moderate amount of gladness (Oliver 1997). Recent research has suggested that faced with an uncertain outcome, consumers by design refuse their expectation so as to ensure future rejoicing with the outcome. Specifically, Kopalle and Lehmann (2001) find suggestive evidence that people dispirit their expectations strategically, in anticipation of potential product failure and the attendant annoying of having their expectancies dis sustain. This is consistent with the notion that people maintain fourfold expectation levels of a should (i.e.

, desired or dese! rved) and a exit (i.e., predicted) expectation (Boulding, Kalra, Staelin and Zeithaml 1993). Kopalle and Lehmann?s findings demonstrate that people who are disconfirmation-sensitive are motivated to set their expectations low, in anticipation of the potential for damaging disconfirmation. inclined the intuitive appeal of motivated expectation setting, however, piffling research has looked at whether such forwardlooking behavior does indeed lead to satisfaction as one intends and anticipates. Would having one?s (lowered) expectation confirmed lead to satisfaction as... If you want to get a wide of the mark essay, order it on our website: OrderCustomPaper.com

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