Generalizing from negative experiences

    Authors

    W. Vanhouche;J. W. Alba

    Comments

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    Abbreviated Journal Title

    Int. J. Res. Mark.

    Keywords

    Generalization; Causal inferences; Law of Small Numbers; POSITIVITY; INFERENCES; STRATEGIES; JUDGMENT; SERVICES; QUALITY; BIASES; BRAND; Business

    Abstract

    Consumers often form firm beliefs about the future performance of a vendor based on an initial interaction with that vendor. Research in decision science suggests that generalizing from small samples is ill-advised but nonetheless common. A smaller stream of research indicates sensitivity to the representativeness of a small sample. We argue that perceived representativeness depends on the causal inferences prompted by the nature of the consumption experience. Moreover, such inferences may be so specific to the consumption experience that broad statements about consumers' propensity to generalize from one experience to others may themselves be ill-advised. (C) 2009 Elsevier B.V. All rights reserved.

    Journal Title

    International Journal of Research in Marketing

    Volume

    26

    Issue/Number

    3

    Publication Date

    1-1-2009

    Document Type

    Article

    Language

    English

    First Page

    238

    Last Page

    244

    WOS Identifier

    WOS:000269224100008

    ISSN

    0167-8116

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