When the Goal-Congruent Outcome Is Not Realized
Consider how hope affects consumer satisfaction when product purchase or use does not result in achievement of the goal-congruent outcome. We predict that consumers experience less dissatisfaction when hope is strong than when it is weak. Again, the yearning and uncertainty appraisals of hope explain this counterintuitive result. The yearning component of hope affects the magnitude of the disconfirmation. The more consumers yearn for the goalcongruent outcome, the more motivated they are to perceive that the outcome has actually occurred or that some positive benefit, even if not the one originally intended, has been realized. Thus, consumers may notice that though a given product does not eliminate their wrinkles, it does seem to make their skin look more “dewey.” Consumers may also use selective attention and notice that the product does seem to have made the lines around their lips finer (and not notice that it has had no impact on lines around the eyes). It is entirely possible that hope-induced motivated reasoning also causes consumers to fail to encode a product failure as such. Taylor and colleagues (2000) have found evidence of such illusions of success and well-being. Likewise, Gilovich (1983) finds that gamblers “rewrite” their histories of success and failure by scrutinizing and explaining away their losses; they count some losses as “near-wins.” Similarly, a consumer who strongly hopes to achieve a goal through product usage may rewrite the product’s failure into a quasi success. This logic may explain consumers’ continued use of products (e.g., nutritional supplements, antiaging creams) despite their negligible effects.
When the Goal-Congruent Outcome Is Not RealizedConsider how hope affects consumer satisfaction when product purchase or use does not result in achievement of the goal-congruent outcome. We predict that consumers experience less dissatisfaction when hope is strong than when it is weak. Again, the yearning and uncertainty appraisals of hope explain this counterintuitive result. The yearning component of hope affects the magnitude of the disconfirmation. The more consumers yearn for the goalcongruent outcome, the more motivated they are to perceive that the outcome has actually occurred or that some positive benefit, even if not the one originally intended, has been realized. Thus, consumers may notice that though a given product does not eliminate their wrinkles, it does seem to make their skin look more “dewey.” Consumers may also use selective attention and notice that the product does seem to have made the lines around their lips finer (and not notice that it has had no impact on lines around the eyes). It is entirely possible that hope-induced motivated reasoning also causes consumers to fail to encode a product failure as such. Taylor and colleagues (2000) have found evidence of such illusions of success and well-being. Likewise, Gilovich (1983) finds that gamblers “rewrite” their histories of success and failure by scrutinizing and explaining away their losses; they count some losses as “near-wins.” Similarly, a consumer who strongly hopes to achieve a goal through product usage may rewrite the product’s failure into a quasi success. This logic may explain consumers’ continued use of products (e.g., nutritional supplements, antiaging creams) despite their negligible effects.
การแปล กรุณารอสักครู่..