The Effect of Stating Expectations on Customer Satisfaction and Shopping Experience

Abstract

Abstract Customers' expectations are key determinants of their consumption experiences, satisfaction, and loyalty. The authors examine alternative theoretical predictions about the impact of stating expectations before purchase on postpurchase perceptions of the shopping experience and the firm. In particular, the authors suggest that asking customers to articulate their expectations can backfire and lead to lower postpurchase evaluations of the shopping and consumption experience. A series of field experiments indicate that compared with a control group, stating prepurchase expectations leads customers to focus on negative aspects of the shopping experience and perceive the same performance more negatively. The tendency for consumers to rate their shopping experiences less favorably after stating prepurchase expectations is inconsistent with confirmation bias as well as assimilation, contrast, and positivity effects. The final study contrasts the impact of stating expectations about the next store shoppi...