The Effect of Speed on Satisfaction: Expectation-Based and Salience-Based Counterfactuals

Counterfactuals thoughts can guide consumers emotional judgments and may be based on previous expectations regarding the event (McGraw, Mellers & Tetlock, 2005) or on cognitively salient alternatives (Medvec, Madey, & Gilovich, 1995). The present study suggests that salience-based counterfactuals are faster to compute than expectation-based counterfactuals.



Citation:

João Niza Braga and Sofia Jacinto (2018) ,"The Effect of Speed on Satisfaction: Expectation-Based and Salience-Based Counterfactuals", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 281-281.

Authors

João Niza Braga, Católica Lisbon School of Business and Economics, Portugal
Sofia Jacinto, ISCTE-IUL/CIS-IUL, Portugal



Volume

E - European Advances in Consumer Research Volume 11 | 2018



Share Proceeding

Featured papers

See More

Featured

How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

The Price of a Threat: How Social Identity Threat Influences Price Sensitivity

Jorge Rodrigues JACOB, Brazilian School of Public and Business Administration, Brazil
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

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.