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 do panorama setting on gladness. Faced with uncertain outcomes (e.g., crossway performance), consumers atomic number 18 cause to protect themselves from potential dis hitch of their forebodings and the contradict tinge that accompanies such a disconfirmation. The basic premise of this question is that plenty try to strategically manage their upcoming affective states through strategic prognosis management but that they are not very good at such management. We scream that this is because takings to the initial intention, setting one?s candidate grim generates counterfactual thoughts of alternative outcomes or courses of action, such that, pull down upon confirmation of this expectation, one is dissatisfied. This prediction is inconsistent with the premise and the rugged falsifiable findings of the expectancy-disconfirmation paradigm whic h posits that confirmation of one?s expectation (positively-valenced) should at least take to a moderate sum up of gladness (Oliver 1997). Recent research has suggested that faced with an uncertain outcome, consumers deliberately refuse their expectation so as to ensure future rejoicing with the outcome. Specifically, Kopalle and Lehmann (2001) find suggestive evidence that people impose their expectations strategically, in anticipation of potential product failure and the accompanying annoying of having their expectancies dis sustain. This is consistent with the notion that people maintain ten-fold expectation levels of a should (i.e.

, desired or d! eserved) and a lead (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 disconfirming disconfirmation. inclined the intuitive appeal of motivated expectation setting, however, circumstantial 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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