Titre du document / Document title
The time course and impact of consumers' erroneous beliefs about hedonic contrast effects
Auteur(s) / Author(s)NOVEMSKY Nathan
RATNER Rebecca K.
Résumé / Abstract
Results from four experiments indicate that people expect to enjoy an experience more when it will follow a worse experience. We find that consumers expect hedonic contrast effects even when they do not experience such effects. Whereas individuals remember the absence of contrast effects after a short delay (study 1), individuals reporting retrospective judgments after a long delay (study 2) recalled that they had experienced contrast effects. These biased memories about contrast effects are eliminated when individuals focus on enjoyment during the experience. The present experiments document the time course of erroneous beliefs about contrast effects, mechanisms underlying their resistance to change, and the impact of these expectations about contrast effects on consumer choice.
Revue / Journal TitleJournal of consumer research
Source / Source
2003, vol. 29, no
4, pp. 507-516 [10 page(s) (article)]
Langue / Language
Editeur / Publisher
University of Chicago Press, Chicago, IL, ETATS-UNIS
Localisation / Location
INIST-CNRS, Cote INIST : 26123, 35400010957869.0040
Nº notice refdoc (ud4) : 14691317