Good Gets Better, Bad Gets Worse: the Polarizing Effect of Rating a Consumption Experience
We find that rating a consumption experience (vs. not rating it) leads to the polarization of retrospective evaluation of that experience (i.e., positive experiences become more positive, negative experiences become more negative). We propose and find support for an ‘exemplar memory account’ of this polarizing effect across four longitudinal studies.
Citation:
Nahid Ibrahim, Gerald Häubl, and Rory Waisman (2018) ,"Good Gets Better, Bad Gets Worse: the Polarizing Effect of Rating a Consumption Experience", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 220-225.
Authors
Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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