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

Marketing and Supply Chain

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

Access to Document

10.1007/s11002-010-9133-y

Cite this

@article{6d51a1568f9f4f868a7a44655b20c16e,

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

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.",

keywords = "Affective forecasting, Buyer-seller relationship, Impact bias, Judgment and decision making",

author = "Ashwani Monga and Chen, {Haipeng Allan} and Michael Tsiros and Mona Srivastava",

year = "2012",

month = mar,

doi = "10.1007/s11002-010-9133-y",

language = "English",

volume = "23",

pages = "31--45",

number = "1",

}

TY - JOUR

T1 - How buyers forecast

T2 - Buyer-seller relationship as a boundary condition of the impact bias

AU - Monga, Ashwani

AU - Chen, Haipeng Allan

AU - Tsiros, Michael

AU - Srivastava, Mona

PY - 2012/3

Y1 - 2012/3

N2 - 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.

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.

KW - Affective forecasting

KW - Buyer-seller relationship

KW - Impact bias

KW - Judgment and decision making

UR - http://www.scopus.com/inward/record.url?scp=84857636160&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84857636160&partnerID=8YFLogxK

U2 - 10.1007/s11002-010-9133-y

DO - 10.1007/s11002-010-9133-y

M3 - Article

AN - SCOPUS:84857636160

SN - 0923-0645

VL - 23

SP - 31

EP - 45

JO - Marketing Letters

JF - Marketing Letters

IS - 1

ER -

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

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this