How buyers forecast: Buyer-seller relationship as a boundary condition of the impact bias

Ashwani Monga; Haipeng Allan Chen; Michael Tsiros; Mona Srivastava

doi:10.1007/s11002-010-9133-y

How buyers forecast: Buyer-seller relationship as a boundary condition of the impact bias

Ashwani Monga, Haipeng Allan Chen, Michael Tsiros, Mona Srivastava

Research output: Contribution to journal › Article › peer-review

7 Scopus citations

Abstract

People frequently overestimate the impact of an event when they imagine it, relative to when they actually experience it. This phenomenon, known as the impact bias, has been well established as an intrapersonal phenomenon. We extend it to the inherently interpersonal marketing setting involving buyer-seller dyads in which the two entities are bound by a relatpears when the relationship is weak.

Original language	English
Pages (from-to)	31-45
Number of pages	15
Journal	Marketing Letters
Volume	23
Issue number	1
DOIs	https://doi.org/10.1007/s11002-010-9133-y
State	Published - Mar 2012

Keywords

Affective forecasting
Buyer-seller relationship
Impact bias
Judgment and decision making

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/s11002-010-9133-y

Cite this

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abstract = "People frequently overestimate the impact of an event when they imagine it, relative to when they actually experience it. This phenomenon, known as the impact bias, has been well established as an intrapersonal phenomenon. We extend it to the inherently interpersonal marketing setting involving buyer-seller dyads in which the two entities are bound by a relatpears when the relationship is weak.",

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AB - People frequently overestimate the impact of an event when they imagine it, relative to when they actually experience it. This phenomenon, known as the impact bias, has been well established as an intrapersonal phenomenon. We extend it to the inherently interpersonal marketing setting involving buyer-seller dyads in which the two entities are bound by a relatpears when the relationship is weak.

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KW - Judgment and decision making

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How buyers forecast: Buyer-seller relationship as a boundary condition of the impact bias

Abstract

Keywords

ASJC Scopus subject areas

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