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 Title

Journal of consumer research   ISSN 0093-5301 

Source / Source

2003, vol. 29, n^o4, pp. 507-516 [10 page(s) (article)]

Langue / Language

Anglais

Editeur / Publisher

University of Chicago Press, Chicago, IL, ETATS-UNIS  (1974) (Revue)

Localisation / Location

INIST-CNRS, Cote INIST : 26123, 35400010957869.0040