The Effects of Advertised and Observed Quality on Expectations about New Product Quality
通过两个计算机购物实验，研究了广告宣称质量和实际观察质量如何影响消费者对新产品质量的预期，发现观察质量比广告质量更能改变预期，且消费者更易接受坏消息而非好消息。
The authors describe a model of the effects of advertised and observed quality on consumer expectations about new product quality. They test the model using data from two computer-controlled shopping experiments. In both studies, quadratic and gamma specifications for the effect of advertising claim discrepancy on expectation change fit better than a linear model. Furthermore, the adaptive expectations framework describes the updating of consumer expectations when the consumer observes the quality of the new product. In this setting, the observed quality is more influential than the advertised quality in changing expectations, and “good news” is discounted, whereas “bad news” is more readily accepted.