The Role of Expectations in Unfolding Experiences

Jongmin Kim, Yale University, USA
Ravi Dhar, Yale University, USA
Nathan Novemsky, Yale University, USA
Adding a positive aspect to the beginning of an experience can actually dampen evaluations of the experience by setting high expectations against which subsequent pieces are evaluated. Making the beginning worse can lower expectations and raise overall evaluations. This effect is not typically incorporated in lay predictions of enjoyment.
[ to cite ]:
Jongmin Kim, Ravi Dhar, and Nathan Novemsky (2011) ,"The Role of Expectations in Unfolding Experiences", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.