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Learning from Mixed Feedback: Anticipation of the Future Reduces Appreciation of the Present

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  • Tom Meyvis
  • Alan D. J. Cooke

Abstract

Consumers can evaluate their past choices by comparing their obtained outcome to other possible outcomes. We demonstrate that how people process this comparative feedback depends on whether they use it to prepare for future decisions. In particular, the anticipation of similar future choices increases consumers' sensitivity to comparisons with better alternatives and reduces their liking of the chosen option. Our findings indicate that forward-looking consumers selectively test the hypothesis that their current choice can be improved on and, as a result, disproportionately attend to the unfavorable comparisons and fail to appreciate the value of their current choice. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Tom Meyvis & Alan D. J. Cooke, 2007. "Learning from Mixed Feedback: Anticipation of the Future Reduces Appreciation of the Present," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 200-211, June.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:2:p:200-211
    DOI: 10.1086/519148
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