Abstract
In this conceptual paper, it is hypothesized that consumer expectations can influence satisfaction by influencing postpurchase cognitive beliefs and/or serving as standards of evaluation. In examining the effect of expectations upon cognitive beliefs, an assimilation effect is thought to be more likely than a contrast effect. However, using cognitive dissonance theory to support an assimilation effect, which previous researchers have done, is rejected. Instead, source credibility is used to predict when and explain why an assimilation effect is likely of existing. The extent that expectations serve as standards of evaluation is thought to depend on the particular evaluation task involved.
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Werbel, R.A. (2015). Establishing a Conceptual Framework for Predicting the Impact of Expectations upon Consumer Satisfaction. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_2
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DOI: https://doi.org/10.1007/978-3-319-16973-6_2
Publisher Name: Springer, Cham
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