On the practical significance of hindsight bias: The case of the expectancy-disconfirmation model of consumer satisfaction

Rami Zwick, Rik Pieters, Hans Baumgartner

Research output: Contribution to journalArticlepeer-review

31 Scopus citations

Abstract

The implications of the phenomenon of hindsight bias for the expectancy-disconfirmation model of consumer satisfaction are investigated, and the moderating effects of choice (i.e., whether or not a product is selected on the basis of one′s expectations regarding the product′s likely performance) on the incidence of hindsight bias and on the relationships between expectations, performance, disconfirmation, and satisfaction are considered. A study dealing with consumers′ satisfaction with personalized envelopes shows that perceived performance biases people′s recall of their foresight expectations in a systematic way (hindsight bias), that hindsight, rather than foresight, expectations are the more potent influence on disconfirmation and satisfaction, and that choice moderates the degree of hindsight bias and the relationships between satisfaction and its antecedents.

Original languageEnglish (US)
Pages (from-to)103-117
Number of pages15
JournalOrganizational Behavior and Human Decision Processes
Volume64
Issue number1
DOIs
StatePublished - Oct 1995

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Organizational Behavior and Human Resource Management

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