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 motivate panorama setting on gladness. Faced with uncertain outcomes (e.g., hybridization performance), consumers atomic number 18 cause to protect themselves from potential dis hitch of their antepasts and the invalidating tinge that accompanies such a disconfirmation. The basic premise of this inquiry is that plenty try to strategically manage their coming(prenominal) affective states through strategic expected value management but that they atomic number 18 not very good at such management. We expect that this is because takings to the initial intention, setting one?s prevision grim generates counterfactual thoughts of alternative outcomes or courses of action, such that, withal upon confirmation of this expectation, one is dissatisfied. This prediction is inconsistent with the premise and the big-shouldered falsifiable findings of t he expectancy-disconfirmation paradigm which posits that confirmation of one?s expectation (positively-valenced) should at least take aim to a moderate total of gladness (Oliver 1997). Recent research has suggested that faced with an uncertain outcome, consumers measuredly refuse their expectation so as to ensure future rejoicing with the outcome. Specifically, Kopalle and Lehmann (2001) find suggestive evidence that people reject their expectations strategically, in anticipation of potential product failure and the ensuant annoying of having their expectancies dis sustain. This is consistent with the notion that people maintain eightfold expectation levels of a should (i.e., desired or deserved) and a leave behind (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 blackball d isconfirmation. inclined the intuitive appe! al of motivated expectation setting, however, minuscular 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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