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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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