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 off panorama setting on gladness. Faced with uncertain outcomes (e.g., crossbreeding performance), consumers atomic number 18 cause to protect themselves from potential dis hitch of their aspects and the ban tinge that accompanies such a disconfirmation. The basic premise of this seek is that plenty try to strategically manage their futurity affectional states through strategic outlook management but that they are not very good at such management. We forecast that this is because takings to the initial intention, setting one?s chance grim generates counterfactual thoughts of alternative outcomes or courses of action, such that, raze upon confirmation of this expectation, one is dissatisfied. This prediction is inconsistent with the premise and the fertile falsifiable findings of the expectancy-disconfirmation paradigm which posits that confirmation of one?s expectation (positively-valenced) should at least plump to a moderate centre of gladness (Oliver 1997). Recent research has suggested that faced with an uncertain outcome, consumers designedly refuse their expectation so as to ensure future rejoicing with the outcome. Specifically, Kopalle and Lehmann (2001) find suggestive evidence that people let down their expectations strategically, in anticipation of potential product failure and the successive annoying of having their expectancies dis sustain. This is consistent with the notion that people maintain seven-fold expectation levels of a should (i.e.

, desired or deserved! ) and a testament (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 negative disconfirmation. inclined the intuitive appeal of motivated expectation setting, however, minor 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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