Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/25430
Title: Examining the dynamics of consumer expectations in a Chinese context
Authors: Tam, JLM 
Issue Date: 2005
Source: Journal of business research, 2005, v. 58, no. 6, p. 777-786
Abstract: The importance of expectations in the consumer decision process has been documented in the literature. Most studies have treated consumer expectations as a static variable, while the dynamic aspect of this variable has received little attention. The present study explores the role of consumer experience in shaping future expectations. Two types of expectations were investigated, namely, "normative expectations" and "predictive expectations." A longitudinal study consisting of two phases was conducted. It was found that consumers' predictive expectations were higher following a positive experience and remained relatively stable following a negative experience. Moreover, the shift in consumers' normative expectations was found to be similar to that in predictive expectations. The implications of these findings and suggestions for future research are discussed.
Keywords: China
Consumer expectations
Decision making
Publisher: Elsevier
Journal: Journal of business research 
ISSN: 0148-2963
EISSN: 1873-7978
DOI: 10.1016/j.jbusres.2003.08.011
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