The critical role of marketer's information provision in temporal changes of expectations and attitudes

초록

Purpose: This study aims to examine the changes in expectations and attitudes toward a brand over time. Furthermore, since consumers are able to change their previous judgments with information provided by a firm or dealer, the study seeks to examine moderator effects of such new information on an expectations-attitude model. Design/methodology/approach: Using a longitudinal study of automobile consumers, the study demonstrates significant carryover, and moderating effects of information provision on temporal changes in expectations and attitude. Findings: The findings contribute to understanding the time dependency and the dynamic nature of consumer expectations and attitudes. New information provided during direct contact by the marketer updates consumers' (previous) expectations and, consequently, such new information updates consumer attitudes toward the brand. Practical implications: As consumers' attitudes change over time, marketers should focus on reinforcing attitude toward the product. It would be desirable to design information for consumers to improve a favorable attitude toward the product. In the current example, as sports utility vehicle markets get more competitive, it is critical to create consumer-focused information. Originality/value: This study provides two important contributions to the understanding of the time dependency of consumers' expectations, evaluations and attitudes. © Emerald Group Publishing Limited.

키워드