The Effects of Stating Expectations on Customer Satisfaction and Shopping Experience

We examine alternative predictions regarding the impact of stating expectations before purchase on subsequent perceptions of the shopping experience and the firm. In particular, the present research suggests that asking customers to articulate their expectations can backfire and lead to more negative evaluations of the shopping and consumption experience. A series of field experiments support this predictions and show that, compared to a control group, stating pre-purchase expectations leads customers to focus on negative aspects of the shopping experience and perceive the same performance more negatively. The last study demonstrated that, although (pre-purchase) expectations were indistinguishable from evaluations of the store’s past performance, the former led to more negative post-purchase evaluations whereas the latter tended to generate more positive post-purchase evaluations.


Chezy Ofir and Itamar Simonson (2007) ,"The Effects of Stating Expectations on Customer Satisfaction and Shopping Experience", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 430-450.


Chezy Ofir, Hebrew University, Israel
Itamar Simonson, Stanford University


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

Read More


K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More


E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?

Qingqing Guo, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.