Journal article
How buyers forecast: Buyer-seller relationship as a boundary condition of the impact bias
Marketing letters, Vol.23(1), pp.31-45
03/01/2012
DOI: 10.1007/s11002-010-9133-y
Abstract
People frequently overestimate the impact of an event when they imagine it, relative to when they actually experience it. This phenomenon, known as the impact bias, has been well established as an intrapersonal phenomenon. We extend it to the inherently interpersonal marketing setting involving buyer-seller dyads in which the two entities are bound by a relationship, and propose a moderating effect based on the strength of the buyer-seller relationship. An online panel study and three laboratory experiments provide converging evidence such that the impact bias emerges when the buyer-seller relationship is strong, but disappears when the relationship is weak.
Details
- Title: Subtitle
- How buyers forecast: Buyer-seller relationship as a boundary condition of the impact bias
- Creators
- Ashwani Monga - University of South CarolinaHaipeng (Allan) Chen - Texas A&M Univ, Mays Business Sch, Dept Mkt, College Stn, TX 77843 USAMichael Tsiros - ALBA Graduate Business SchoolMona Srivastava - Harvard Business Sch India Res Ctr, Bombay, Maharashtra, India
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.23(1), pp.31-45
- Publisher
- Springer Nature
- DOI
- 10.1007/s11002-010-9133-y
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Number of pages
- 15
- Language
- English
- Date published
- 03/01/2012
- Academic Unit
- Marketing
- Record Identifier
- 9984618517502771
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