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

The psychological impact of annuities: Can pension payout choice influence health behavior?

Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA

Read More

Featured

R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Featured

The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

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.