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'Twixt cup and lip: The evolution o...

Conard, Jacqueline M.

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'Twixt cup and lip: The evolution of product evaluations.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	'Twixt cup and lip: The evolution of product evaluations./
作者:	Conard, Jacqueline M.
面頁冊數:	133 p.
附註:	Source: Dissertation Abstracts International, Volume: 64-10, Section: A, page: 3760.
Contained By:	Dissertation Abstracts International64-10A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3111176

'Twixt cup and lip: The evolution of product evaluations.
Conard, Jacqueline M.

'Twixt cup and lip: The evolution of product evaluations. - 133 p.

Source: Dissertation Abstracts International, Volume: 64-10, Section: A, page: 3760.

Thesis (Ph.D.)--Duke University, 2003.

For buying situations in which there is a time delay between the purchase and the delivery of the product, a consumer's evaluation of the product may change before the delivery occurs. The change may occur because informational pictures can intervene and influence the customer's expectations for the product. This dissertation examines the evolution process and shows that, contrary to intuition, characteristics of a picture given after the purchase decision can systematically affect how mental representations and satisfaction evolve, resulting in a change in the level of satisfaction at delivery. Moreover, the results indicate that the effect persists over time and influences behavior, as evidenced by word of mouth and repeat purchase. These findings are consistent with the post-event information literature (e.g. Loftus, 1979).Subjects--Topical Terms:

1017573
Business Administration, Marketing.

'Twixt cup and lip: The evolution of product evaluations.
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500 $a Source: Dissertation Abstracts International, Volume: 64-10, Section: A, page: 3760.
500 $a Chairs: James R. Bettman; Julie A. Edell.
502 $a Thesis (Ph.D.)--Duke University, 2003.
520 $a For buying situations in which there is a time delay between the purchase and the delivery of the product, a consumer's evaluation of the product may change before the delivery occurs. The change may occur because informational pictures can intervene and influence the customer's expectations for the product. This dissertation examines the evolution process and shows that, contrary to intuition, characteristics of a picture given after the purchase decision can systematically affect how mental representations and satisfaction evolve, resulting in a change in the level of satisfaction at delivery. Moreover, the results indicate that the effect persists over time and influences behavior, as evidenced by word of mouth and repeat purchase. These findings are consistent with the post-event information literature (e.g. Loftus, 1979).
520 $a Specifically, the results from three studies show that the veridicality of the stimulus (degree of truthful representation regarding the original object) follows a U-shaped function with respect to its influence on satisfaction. That is, when stimulus veridicality is either low or high, it will not significantly alter evaluations, but when the stimulus veridicality is moderate it will significantly alter evaluations, thereby causing a mismatch between the expected product and the delivered product, which results in dissatisfaction.
520 $a The results of the described process apply to a wide range of consumer circumstances, including most Internet and catalog shopping, furniture, and clothing that requires alterations before delivery, such as a suit. Overall, this research implies that there may be circumstances when providing a consumer with either a high veridicality picture or a low veridicality stimulus after purchase may help the consumer to feel more satisfied at delivery.
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650 4 $a Psychology, Cognitive. $3 1017810
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