Fading optimism in products: Temporal changes in expectations about performance

Ashwani Monga, Michael J. Houston

Research output: Contribution to journalArticlepeer-review

15 Scopus citations

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 toward the product category and ambiguity of the product's performance.

Original languageEnglish (US)
Pages (from-to)654-663
Number of pages10
JournalJournal of Marketing Research
Volume43
Issue number4
DOIs
StatePublished - Nov 2006

Bibliographical note

Copyright:
Copyright 2011 Elsevier B.V., All rights reserved.

Fingerprint Dive into the research topics of 'Fading optimism in products: Temporal changes in expectations about performance'. Together they form a unique fingerprint.

Cite this