TITLE

Great expectations

PUB. DATE
November 2006
SOURCE
Marketing Management;Nov/Dec2006, Vol. 15 Issue 6, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses a report by Stacy L. Wood and C. Page Moreau that suggests the learning processes involved with new products can evoke emotional responses which can influence product evaluations over time. The authors found that emotions arise as a process of learning rather than being specifically related to the product's benefits, even though they have a significant and stable influence on product evaluations. Emotions were found to be primarily driven by consumer expectation, suggesting they can be influenced by marketing.
ACCESSION #
23007624

 

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