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Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments

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  • Stayman, Douglas M
  • Alden, Dana L
  • Smith, Karen H
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    Abstract

    Recent research has shown that processing based on the product-category schemas of consumers can influence the manner in which consumers evaluate products. This article presents a series of studies that explore how processing based on such schemas interacts with consumer expectations prior to the trial of a new product and influences disconfirmation judgments and product evaluations following the trial. An initial study finds that, when attributes included in the description of a new product are very discrepant from a prior category schema, consumers may switch schemas in forming pretrial expectations. A second study finds that more negative product evaluations following the trial may result when consumers' experience with a product during the trial is very different from schema expectations, compared with the situation in which the product matches schema expectations. A third study demonstrates that disconfirmation judgments and post-trial evaluations may occur through processing at the product-category schema level, rather than through processing at the product attribute level. Copyright 1992 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 19 (1992)
    Issue (Month): 2 (September)
    Pages: 240-55

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    Handle: RePEc:ucp:jconrs:v:19:y:1992:i:2:p:240-55

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Coughlan, Richard & Connolly, Terry, 2001. "Predicting Affective Responses to Unexpected Outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 85(2), pages 211-225, July.
    2. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
    3. Desai, Kalpesh Kaushik & Mahajan, Vijay, 1998. "Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers," Journal of Business Research, Elsevier, vol. 42(3), pages 309-324, July.
    4. Simon Blanchard & Wayne DeSarbo & A. Atalay & Nukhet Harmancioglu, 2012. "Identifying consumer heterogeneity in unobserved categories," Marketing Letters, Springer, vol. 23(1), pages 177-194, March.
    5. Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
    6. Margarita Tejera Gil & Santiago Rodriguez Feijoó & Alejandro Rodriguez Caro & Delia Davila Quintana, 2005. "Consumer’S Satisfaction - Explanatory Models," ERSA conference papers ersa05p565, European Regional Science Association.
    7. Jurca Maria Alina & Plăiaș Ioan, 2013. "Schema Congruity - A Basis For Evaluating Ambient Advertising Effectiveness," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1765-1774, July.
    8. Olivier Brunel & Céline Gallen, 2010. "Et si c'était de la dissonance cognitive ?," Working Papers hal-00547775, HAL.

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