Effect of Consumer Anticipation on Post Consumption Evaluation of Pleasant Products

Consumer anticipation results in increased pre-consumption evaluations. Less is known about its post-cosumption effect. Results from three experiments show that the effect of consumer anticipation is long-lasting. This effect increases with increased consumer anticipation intensity, which is a function of product category involvement.



Citation:

Tunyaporn Vichiengior, Claire-Lise Ackermann, and Adrain Palmer (2019) ,"Effect of Consumer Anticipation on Post Consumption Evaluation of Pleasant Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 888-889.

Authors

Tunyaporn Vichiengior, Rennes School of Business, France
Claire-Lise Ackermann, Rennes School of Business, France
Adrain Palmer, Henley Business School



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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