Customer Compliance with Presumed Market Research Goals: Motivational Drivers of Negative Service Evaluations

Chezy Ofir, Itamar Simonson and Song-Oh Yoon
Additional contact information
Chezy Ofir: Hebrew U Jerusalem
Itamar Simonson: Stanford U
Song-Oh Yoon: Singapore Management U

Research Papers from Stanford University, Graduate School of Business

Abstract: The findings and value of market research depend critically on consumers' understanding of the research objectives and their roles. The present research presents a three-phase investigation of the impact of research participants' theories about their roles: (a) identifying the theories, (b) testing the process consequences of participants' role theories, and (c) gaining insights into the impact of participants' role theories by testing key moderator/s. We apply this approach to the finding that expecting to evaluate leads to more negative evaluations (Ofir and Simonson 2001). The findings of three studies indicate that (a) when forewarned of an upcoming evaluation task, consumers tend to believe that the research objective is to identify aspects that need improvement, (b) this expectation produces a conscious attempt to identify negative aspects, though the encoding of attribute information is not affected, and (c) cognitive load during the evaluation experience greatly decreases the negativity of expected evaluations. The present study can be applied to other market research techniques and thereby improve our understanding of consumer inputs derived from market research; such insights can help diminish biases produced by participants' correct or incorrect theories regarding their roles.

Date: 2007-03
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://gsbapps.stanford.edu/researchpapers/library/RP1962.pdf
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to gsbapps.stanford.edu:443 (certificate verify failed) (http://gsbapps.stanford.edu/researchpapers/library/RP1962.pdf [302 Found]--> https://gsbapps.stanford.edu/researchpapers/library/RP1962.pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ecl:stabus:1962

Access Statistics for this paper

More papers in Research Papers from Stanford University, Graduate School of Business Contact information at EDIRC.
Bibliographic data for series maintained by ().