I Didn’T Think I Would Like What You Chose For Me: Relationship Norms and Satisfaction With Consumer- Versus Provider-Chosen Outcomes

Pankaj Aggarwal, University of Toronto, Canada
Simona Botti, London Business School, UK
Ann McGill, University of Chicago, USA
Four studies examine the moderating influence of exchange and communal relationships on satisfaction with self- versus provider-chosen outcomes. Exchange norms suggest self-interest while communal norms suggest concern for others: consumers expect lower satisfaction in exchange compared to communal relationships. Subsequent expectation disconfirmation and confirmation reverses the effect for actual satisfaction.
[ to cite ]:
Pankaj Aggarwal, Simona Botti, and Ann McGill (2011) ,"I Didn’T Think I Would Like What You Chose For Me: Relationship Norms and Satisfaction With Consumer- Versus Provider-Chosen Outcomes", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 219-220.