Consumer anticipation: antecedents, processes and outcomes

Tunyaporn Vichiengior, Claire-Lise Ackermann () and Adrian Palmer ()
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Tunyaporn Vichiengior: ESC [Rennes] - ESC Rennes School of Business
Claire-Lise Ackermann: ESC [Rennes] - ESC Rennes School of Business
Adrian Palmer: Henley Business School [University of Reading] - UOR - University of Reading

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Abstract: Marketing managers use anticipation as a marketing tool, particularly for new or improved products, services or experiences. Academic interest in consumer anticipation has focused on its outcomes, especially effects on the forthcoming substantive consumption. However, inadequate attention has been given to consumer anticipation as a complex process per se. A systematic review of the literature arrives at a conceptual definition which sees consumer anticipation as a mental process by which consumers consider the physical, experiential, social, emotional or behavioural consumption outcomes that are expected to accrue to the self from a yet to be realised consumption decision or experience. Antecedents of consumer anticipation, its underlying mental processes and consequences are identified and discussed. Frameworks for operationalising consumer anticipation in practical contexts are discussed.

Keywords: Consumer anticipation; delayed consumption; consumption evaluation; satisfaction (search for similar items in EconPapers)
Date: 2019-02-19
Note: View the original document on HAL open archive server: https://rennes-sb.hal.science/hal-02129146v1
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Published in Journal of Marketing Management, 2019, 35 (1-2), pp.130-159. ⟨10.1080/0267257X.2019.1574435⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02129146

DOI: 10.1080/0267257X.2019.1574435

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