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Anticipating Discussion about a Product: Rehearsing What to Say Can Affect Your Judgments

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  • Schlosser, Ann E
  • Shavitt, Sharon

Abstract

This research examines one aspect of the common but relatively understudied consumer behavior context of group interaction. We argue and demonstrate that the mere anticipation of group discussion can influence people's product attitudes. This occurs because anticipating discussion shifts people's focus toward the criteria dominating what they are mentally rehearsing to discuss. Such a shift is important because people commonly refer primarily to less important information when they explain or prepare to discuss their attitudes. Three studies demonstrate that when people are forming an attitude toward a product while anticipating discussion, this focus on less important information substantially affects people's attitudes toward the product. As a result, depending on the evaluative implications of what is rehearsed, anticipating group discussion can lead to attitudes that are more extreme, more moderate, or similar to those of people not anticipating discussion. Moreover, when the criteria predominantly rehearsed for discussion do not represent how consumers typically evaluate the products, attitudes affected by the group-anticipation context do not correspond to product judgments made outside of the group-anticipation context. Copyright 2002 by the University of Chicago.

Suggested Citation

  • Schlosser, Ann E & Shavitt, Sharon, 2002. "Anticipating Discussion about a Product: Rehearsing What to Say Can Affect Your Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 101-115, June.
  • Handle: RePEc:oup:jconrs:v:29:y:2002:i:1:p:101-15
    DOI: 10.1086/339924
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    Cited by:

    1. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    2. Jonathan D. Bohlmann & José Antonio Rosa & Ruth N. Bolton & William J. Qualls, 2006. "The Effect of Group Interactions on Satisfaction Judgments: Satisfaction Escalation," Marketing Science, INFORMS, vol. 25(4), pages 301-321, July.
    3. Gupta, Aditya & Eilert, Meike & Gentry, James W., 2020. "Can I surprise myself? A conceptual framework of surprise self-gifting among consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Mukherjee, Ashesh & Burnham, Thomas & King, Dan, 2021. "Anticipated firm interaction can bias expressed customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Chu, Shu-Chuan & Chen, Hsuan-Ting & Gan, Chen, 2020. "Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States," Journal of Business Research, Elsevier, vol. 110(C), pages 260-271.

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