The Road Not Taken: the Effect of Forming Pre-Choice Product Expectations and Making a Choice on Subsequent Consumption Enjoyment

Naomi Mandel, Arizona State University, USA
Stephen M. Nowlis, Washington University, USA
We examine the joint effects of forming expectations, making a choice, and consuming that choice on consumption enjoyment. We demonstrate that enjoyment decreases when (and only when) consumers explicitly form expectations, make a choice, and then consume that choice, due to the convergence of option attractiveness after consumption.
[ to cite ]:
Naomi Mandel and Stephen M. Nowlis (2012) ,"The Road Not Taken: the Effect of Forming Pre-Choice Product Expectations and Making a Choice on Subsequent Consumption Enjoyment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 261-265.