Pk. Kopalle et Dr. Lehmann, THE EFFECTS OF ADVERTISED AND OBSERVED QUALITY ON EXPECTATIONS ABOUT NEW PRODUCT QUALITY, Journal of marketing research, 32(3), 1995, pp. 280-290
The authors describe a model of the effects of advertised and observed
duality on consumer expectations about new product quality. They test
the model using data from two computer-controlled shopping experiment
s. In both studies, quadratic and gamma specifications for the effect
of advertising claim discrepancy on expectation change fit better than
a Furthermore, the adaptive expectations framework linear model. Furt
hermore, the adaptive expectations framework describes the updating of
consumer expectations when the consumer observes the quality of the n
ew product. In this setting, the observed quality is more influential
than the advertised quality in changing expectations, and ''good news'
' is discounted, whereas ''bad news'' is more readily accepted.