14-N: the Effect of Public Commitment in Consumers’ Satisfaction

Our study demonstrates that public commitment with an imminent consumption experience (e.g., check-in in social media) increases customers’ expectations, which negatively impacts on their subsequent satisfaction with the product. This mediation of the expectation showed to be total when the performance was high but partial when the performance was low.


Fernanda Scherer, Cristiane Pizzutti, and Clara Koetz (2017) ,"14-N: the Effect of Public Commitment in Consumers’ Satisfaction", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1058-1058.


Fernanda Scherer, UFRGS, Brazil
Cristiane Pizzutti, UFRGS, Brazil
Clara Koetz, Rennes School of Business, France


NA - Advances in Consumer Research Volume 45 | 2017

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