Consumer Expectations and the Automatic Shifting of Standards in Brand Evaluations

Different schema-based expectations for competing brands can produce shifting evaluative standards in consumers’ relative ratings of these brands. This shift differentially affects objective (number-based) and subjective (word-based) rating scales. Several studies support the proposition that a brand rated as objectively inferior to another can be subjectively perceived as equivalent to–or even better than–the same brand. Such inconsistency originates in consumers’ recourse to different expectations for the competing brands and their automatic adjustment of expectations for the inferior brand when responding to subjective measures.


Claudiu Dimofte and Johny Johansson (2009) ,"Consumer Expectations and the Automatic Shifting of Standards in Brand Evaluations", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 733-733.


Claudiu Dimofte, Georgetown University, USA
Johny Johansson, Georgetown University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases

Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA

Read More


Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

Read More


B9. The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno

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.