When waiting makes sense: How consumer anticipation affects later evaluations

Tunyaporn Vichiengior, Claire-Lise Ackermann and Adrian Palmer

International Journal of Research in Marketing, 2025, vol. 42, issue 1, 74-94

Abstract: This paper addresses a gap in knowledge about consumer anticipation. We build on the negative discount model (Loewenstein, 1987) which notes that utility may be gained through deferred consumption; the utility of looking forward to, and savoring forthcoming pleasant consumption adds to the total utility of the consumption episode. However, little is known about (1) the mental mechanisms involved in consumer anticipation, and their intensity, that underlie this effect, and (2) how evaluation of the object of anticipated consumption evolves over time, from the beginning of the anticipation period to post-consumption. Specifically, we ground our research in theories of attitude formation and change to investigate the circumstances in which evoking intense anticipation produces long-lasting and robust positive attitude.

Keywords: Consumer anticipation; Attitude change; Delayed consumption (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:42:y:2025:i:1:p:74-94

DOI: 10.1016/j.ijresmar.2024.06.001

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