Examining the dynamics of consumer expectations in a Chinese context

The importance of expectations in the consumer decision process has been documented in the literature. Most studies have treated consumer expectations as a static variable, while the dynamic aspect of this variable has received little attention. The present study explores the role of consumer experience in shaping future expectations. Two types of expectations were investigated, namely, “normative expectations” and “predictive expectations.” A longitudinal study consisting of two phases was conducted. It was found that consumers' predictive expectations were higher following a positive experience and remained relatively stable following a negative experience. Moreover, the shift in consumers' normative expectations was found to be similar to that in predictive expectations. The implications of these findings and suggestions for future research are discussed.