The Role of Expectations in Set Size Evaluations

S. Adam Brasel, Boston College, USA
This research explores whether set-size judgments are assimilated or contrasted with set-size expectations. Participants were told to expect either a limited or extensive set of products, and then faced a limited, moderate, or extensive choice set. Expectations had little effect for the limited or extensive sets, yet significantly modified reactions to the more ambiguous moderate set. Those expecting a sparse set exhibited contrast and viewed the moderate set as highly complete, and overwhelming, with a low choice confidence. Participants expecting an extensive set also exhibited contrast, viewing the moderate set as incomplete and restricted, while expressing high choice confidence.
[ to cite ]:
S. Adam Brasel (2007) ,"The Role of Expectations in Set Size Evaluations", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 471-474.