The role of affective expectations in memory for a service encounter
Cowley, Elizabeth and Farrell, Colin and Edwardson, Michael (2005) The role of affective expectations in memory for a service encounter. Journal of Business Research, 58. pp. 1419-1425. ISSN 0148-2963Full text for this resource is not available from the Research Repository.
Affective expectations influence affective reactions at the time of an experience and when the individual reflects back on the episode. The study reported here investigates whether a consumer's uncertainty orientation explains how they use affective expectations. The results reveal that people with an internal locus of control continue to use their expectations after the event. Luck-oriented 'internals' selectively remember the facts to be expectation-consistent. Chance-oriented ‘internals’ reinterpret the facts to be more expectation-consistent. Affective expectations do not influence affective reactions after they are formed for consumers with an external locus of control. In fact, affective expectations have very little impact on the affective reactions of luck-oriented ‘externals’, even when they are initially formed. Implications for service settings are discussed.
|Uncontrolled Keywords:||ResPubID9878, consumer behavior, affective expectations, memory, uncertainty, luck|
|Subjects:||Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing|
|Date Deposited:||28 Mar 2012 04:03|
|Last Modified:||30 Jan 2015 05:56|
|ePrint Statistics:||View download statistics for this item|
|Citations in Scopus:||3 - View on Scopus|
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