2005), The Effect of Stating Expectations on Customer satisfaction and Shopping Experience

assistance of students who participated in data collection and analysis. 2 The Effect of Stating Expectations on Customer Satisfaction and Shopping Experience Customers ’ expectations are key determinants of their consumption experiences, satisfaction, and loyalty. The authors examine alternative theoretical predictions regarding the impact of stating expectations before purchase on post-purchase perceptions of the shopping experience and the firm. In particular, the authors suggest that asking customers to articulate their expectations can backfire and lead to lower post-purchase evaluations of the shopping and consumption experience. A series of field experiments indicate that, compared to a control group, stating pre-purchase expectations leads customers to focus on negative aspects of the shopping experience and perceive the same performance more negatively. The tendency to rate shopping experiences less favorably produced by stating pre-purchase expectations is inconsistent with confirmation bias as well as assimilation, contrast, and positivity effects. The last study contrasted the impact of stating expectations about the next store shopping experience with the impact of evaluatin