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



Share Proceeding

Featured papers

See More

Featured

G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Featured

I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada

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.