학술논문
Managing initial expectations when word-of-mouth matters: effects of product value and consumer heterogeneity
Document Type
Academic Journal
Author
Source
European Journal of Marketing. Jan, 2017, Vol. 51 Issue 1, 123-156
Subject
Language
English
ISSN
0309-0566
Abstract
The article reports on a study to evaluate theories of initial expectation management by suggesting when it is desirable for new products to raise or lower consumer expectations. The results indicate that, although the optimal strategy for low-value products is to induce consumer expectations higher than product value, high-value products are better introduced with expectations formed close to it.