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

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