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 |
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Pages (from-to) | 31-45 |
Number of pages | 15 |
Journal | Marketing Letters |
Volume | 23 |
Issue number | 1 |
DOIs | |
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