Making Probability Judgments of Future Product Failures: Packing Versus Unpacking the Problem

Dipayan (Dip) Biswas, Bentley College, Massachusetts
L. Robin Keller, University of California, Irvine
Bidisha Burman, Appalachian State University, North Carolina
Prior negative experiences with a product had a stronger impact on participant judgments for future product failures when the problem was packed (than unpacked). In contrast, prior positive experiences with a product had a stronger impact on participant judgments for future product failures when the problem was unpacked (than packed). Also, priming participants to generate the unpacking variables lead to higher probability judgments of future product failures only when participants were able to generate the variables with relative ease, with the probability judgments getting attenuated when generating the unpacking variables became difficult.
[ to cite ]:
Dipayan (Dip) Biswas, L. Robin Keller, and Bidisha Burman (2008) ,"Making Probability Judgments of Future Product Failures: Packing Versus Unpacking the Problem", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 857-858.