Title
Generalizing From Negative Experiences
Keywords
Causal inferences; Generalization; Law of Small Numbers
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. © 2009 Elsevier B.V. All rights reserved.
Publication Date
9-1-2009
Publication Title
International Journal of Research in Marketing
Volume
26
Issue
3
Number of Pages
238-244
Document Type
Article
Personal Identifier
scopus
DOI Link
https://doi.org/10.1016/j.ijresmar.2009.05.002
Copyright Status
Unknown
Socpus ID
67651149469 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/67651149469
STARS Citation
Vanhouche, Wouter and Alba, Joseph W., "Generalizing From Negative Experiences" (2009). Scopus Export 2000s. 11686.
https://stars.library.ucf.edu/scopus2000/11686