The Role of Expectations in Set Size Evaluations

This research explores whether set-size judgments are assimilated or contrasted with set-size expectations. Participants were told to expect either a limited or extensive set of products, and then faced a limited, moderate, or extensive choice set. Expectations had little effect for the limited or extensive sets, yet significantly modified reactions to the more ambiguous moderate set. Those expecting a sparse set exhibited contrast and viewed the moderate set as highly complete, and overwhelming, with a low choice confidence. Participants expecting an extensive set also exhibited contrast, viewing the moderate set as incomplete and restricted, while expressing high choice confidence.


S. Adam Brasel (2007) ,"The Role of Expectations in Set Size Evaluations", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 471-474.


S. Adam Brasel, Boston College, USA


NA - Advances in Consumer Research Volume 34 | 2007

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