The Impact of Anticipating Satisfaction on Consumer Choice
AbstractHow do preferences change when consumers focus on the anticipated satisfaction with a purchase rather than choice? In a series of three studies, we show that preferences, both expressed and revealed, change depending on the degree to which anticipated satisfaction is evoked. These shifts in preferences arise because, compared to choice, anticipated satisfaction elicits a mental-imaging processing strategy that is both more effort intensive and qualitatively different. By providing direct evidence from thought protocols and by presenting evidence suggesting that these shifts in preferences vanish when mental imagery is discouraged or made more difficult, we show that the effect arises out of a processing strategy that requires effortful mental imagery of one or more of the options in the decision-making task. Finally, we demonstrate the uniqueness of the effect by showing that it cannot be generated with heightened processing or by an orientation that is directed toward the extent to which the options are liked. Copyright 2000 by the University of Chicago.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 27 (2000)
Issue (Month): 2 (September)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Becchetti, Leonardo & Pelloni , Alessandra, 2010.
"What are we learning from the life satisfaction literature?,"
AICCON Working Papers
76-2010, Associazione Italiana per la Cultura della Cooperazione e del Non Profit.
- Leonardo Becchetti & Alessandra Pelloni, 2013. "What are we learning from the life satisfaction literature?," International Review of Economics, Springer, vol. 60(2), pages 113-155, June.
- Leonardo Becchetti & Alessandra Pelloni, . "What are we learning from the life satisfaction literature?," Working Papers 2, Department of the Treasury, Ministry of the Economy and of Finance.
- Leonardo Becchetti & Alessandra Pelloni, 2010. "What are we learning from the life satisfaction literature?," Econometica Working Papers wp20, Econometica.
- Oh, Haemoon & Jeong, Miyoung & Baloglu, Seyhmus, 2013. "Tourists' adoption of self-service technologies at resort hotels," Journal of Business Research, Elsevier, vol. 66(6), pages 692-699.
- Maria Pollai & Erik Hoelzl & Flavia Possas, 2010. "Consumption-related emotions over time: Fit between prediction and experience," Marketing Letters, Springer, vol. 21(4), pages 397-411, December.
- Leonardo Becchetti & Stefano Castriota & Nazaria Solferino, 2011. "Development Projects and Life Satisfaction: An Impact Study on Fair Trade Handicraft Producers," Journal of Happiness Studies, Springer, vol. 12(1), pages 115-138, March.
- Karen Kaiser & Rainer Schwabe, 2011.
"Preference for Variety,"
2011-13, Banco de México.
- Martin Binder & Alex Coad, 2009. "An Examination of the Dynamics of Happiness Using Vector Autoregressions," Papers on Economics and Evolution 2009-04, Max Planck Institute of Economics, Evolutionary Economics Group.
- Martin Binder, 2013. "Innovativeness and Subjective Well-Being," Social Indicators Research, Springer, vol. 111(2), pages 561-578, April.
- Bilgin, Baler, 2012. "Losses loom more likely than gains: Propensity to imagine losses increases their subjective probability," Organizational Behavior and Human Decision Processes, Elsevier, vol. 118(2), pages 203-215.
- Hoelzl, Erik & Pollai, Maria & Kamleitner, Bernadette, 2009. "Experience, prediction and recollection of loan burden," Journal of Economic Psychology, Elsevier, vol. 30(3), pages 446-454, June.
- Benedicktus, Ray L., 2011. "The effects of 3rd party consensus information on service expectations and online trust," Journal of Business Research, Elsevier, vol. 64(8), pages 846-853, August.
- Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
- Stijn Osselaer & Suresh Ramanathan & Margaret Campbell & Joel Cohen & Jeannette Dale & Paul Herr & Chris Janiszewski & Arie Kruglanski & Angela Lee & Stephen Read & J. Russo & Nader Tavassoli, 2005. "Choice Based on Goals," Marketing Letters, Springer, vol. 16(3), pages 335-346, December.
- Binder, Martin & Coad, Alex, 2010. "An examination of the dynamics of well-being and life events using vector autoregressions," Journal of Economic Behavior & Organization, Elsevier, vol. 76(2), pages 352-371, November.
- Binder, Martin & Coad, Alex, 2011. "From Average Joe's happiness to Miserable Jane and Cheerful John: using quantile regressions to analyze the full subjective well-being distribution," Journal of Economic Behavior & Organization, Elsevier, vol. 79(3), pages 275-290, August.
- Sood, Sanjay & Forehand, Mark, 2005. "On self-referencing differences in judgment and choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 98(2), pages 144-154, November.
- Becchetti, Leonardo & Pelloni, Alessandra & Rossetti, Fiammetta, 2007. "Sociability and Happiness," AICCON Working Papers 44-2007, Associazione Italiana per la Cultura della Cooperazione e del Non Profit.
- Martin Binder & Tom Broekel, 2012. "Happiness No Matter the Cost? An Examination on How Efficiently Individuals Reach Their Happiness Levels," Journal of Happiness Studies, Springer, vol. 13(4), pages 621-645, August.
- Martin Binder & Felix Ward, 2011. "The Structure of Happiness: A Vector Autoregressive Approach," Papers on Economics and Evolution 2011-08, Max Planck Institute of Economics, Evolutionary Economics Group.
- Becchetti, Leonardo & Castriota, Stefano, 2008. "Does money affect happiness and self-esteem? The poor borrowers' perspective in a quasi-natural experiment," AICCON Working Papers 48-2008, Associazione Italiana per la Cultura della Cooperazione e del Non Profit.
- Andrew E. Clark & Paul Frijters & Michael A. Shields, 2006. "Income and happiness: Evidence, explanations and economic implications," Working Papers halshs-00590436, HAL.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.