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Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments

  • Stayman, Douglas M
  • Alden, Dana L
  • Smith, Karen H
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    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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    Article provided by Oxford University 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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