search query: @author Huber, J. / total: 19
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| Author: | Shiv, B. Huber, J. |
| Title: | The impact of anticipating satisfaction on consumer choice |
| Journal: | Journal of Consumer Research
2000 : SEP, VOL. 27:2, p. 202-216 |
| Index terms: | CONSUMER CHOICE IMAGE OPTIONS |
| Language: | eng |
| Abstract: | How do preferences change when consumers focus on the anticipated satisfaction with a purchase rather than choice? In a series of three studies, the authors show that preferences, both expressed and revealed, change depending on the degree to which anticipated satisfaction is evoked. These shifts in preferences arise because, compared to choice, anticipated satisfaction elicits a mental-imaging processing strategy that is both more effort intensive and qualitatively different. |
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