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.
UR - http://www.scopus.com/inward/record.url?scp=33751582579&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33751582579&partnerID=8YFLogxK
U2 - 10.1509/jmkr.43.4.654
DO - 10.1509/jmkr.43.4.654
M3 - Article
AN - SCOPUS:33751582579
SN - 0022-2437
VL - 43
SP - 654
EP - 663
JO - Journal of Marketing Research
JF - Journal of Marketing Research
IS - 4
ER -