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 language||English (US)|
|Number of pages||15|
|Journal||Organizational Behavior and Human Decision Processes|
|State||Published - Oct 1995|
All Science Journal Classification (ASJC) codes
- Applied Psychology
- Organizational Behavior and Human Resource Management