Questioning the End Effect: Endings Do Not Inherently Have a Disproportionate Impact on Evaluations of Experiences
This research re-examines the end effect, which suggests that people’s retrospective evaluations are disproportionately influenced by the end of the experience. We demonstrate that episodes do not disproportionately affect evaluations simply because they occur at the end. Instead, end effects exist only when additional conditions are met.
Stephanie M. Tully and Tom Meyvis (2015) ,"Questioning the End Effect: Endings Do Not Inherently Have a Disproportionate Impact on Evaluations of Experiences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 239-243.
Stephanie M. Tully, University of Southern California, USA
Tom Meyvis, New York University, USA
NA - Advances in Consumer Research Volume 43 | 2015
A Slack-Based Account of Pain of Payment
Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA
Walking the Thin Edge: The Dark Side of Brand Communities and Collecting
Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile
The Best of Both Worlds: Androgyny in Consumer Choice
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas