My Experience Or My Expectations: the Effect of Expectations As Reference Points on Willingness to Recommend Experiential Purchases
Across a variety of lab studies, field studies, and millions of online reviews, we demonstrate that expectations as reference points decrease recommendation likelihood. This effect is specific to experiences (vs. material goods) and occurs by shifting consumers’ focus away from their subjective experience (e.g., their emotional reactions).
Stephanie Tully, Amar Cheema, On Amir, and Davide Proserpio (2018) ,"My Experience Or My Expectations: the Effect of Expectations As Reference Points on Willingness to Recommend Experiential Purchases", 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.
Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA
NA - Advances in Consumer Research Volume 46 | 2018
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