Maximizing Strengths Or Fixing Weaknesses? Evaluatees Tend to Fix Weaknesses More Than Evaluators Appreciate

Every product has its strengths and weaknesses. We find that, when given an opportunity to improve a product, sellers/evaluatees tend to fix weaknesses more than buyers/evaluators appreciate. We further show that this is because evaluatees experience evaluation apprehension, which leads them to focus on the negative aspects.



Citation:

Xiaoying Zheng, Yanping Tu, Jingting Yuan, and Jing Xu (2020) ,"Maximizing Strengths Or Fixing Weaknesses? Evaluatees Tend to Fix Weaknesses More Than Evaluators Appreciate", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 374-378.

Authors

Xiaoying Zheng, Nankai University of China
Yanping Tu, University of Florida, USA
Jingting Yuan, China Construction Bank
Jing Xu, Peking University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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