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

Socpus ID

67651149469 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/67651149469

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