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The Effect of Making a Prediction about the Outcome of a Consumption Experience on the Enjoyment of That Experience

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  • Naomi Mandel
  • Stephen M. Nowlis

Abstract

Does predicting the outcome of an uncertain event enhance the enjoyment of observing that event? The current popularity of office pools, spoiler message boards, and online betting Web sites seems to suggest that the act of prediction increases enjoyment. However, in a series of four experiments, we find that consumers who make predictions about uncertain events enjoy observing those events significantly less than those who do not make predictions, despite consumers' expectations to the contrary. We explain our results in terms of anticipated regret. In fact, removing the source of anticipated regret eliminates the negative effect of prediction on enjoyment. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Naomi Mandel & Stephen M. Nowlis, 2008. "The Effect of Making a Prediction about the Outcome of a Consumption Experience on the Enjoyment of That Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 9-20, February.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:1:p:9-20
    DOI: 10.1086/527339
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    Cited by:

    1. Conor M. Henderson & Lena Steinhoff & Colleen M. Harmeling & Robert W. Palmatier, 2021. "Customer inertia marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 350-373, March.
    2. Mukherjee, Sudipta & Pandelaere, Mario, 2023. "The influence of self-decided prices on expected quality," Journal of Business Research, Elsevier, vol. 160(C).
    3. Sierra, Jeremy J. & Hyman, Michael R., 2011. "Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 341-347.
    4. Ceren Hayran & Lalin Anik & Zeynep Gürhan-Canli, 2020. "A threat to loyalty: Fear of missing out (FOMO) leads to reluctance to repeat current experiences," PLOS ONE, Public Library of Science, vol. 15(4), pages 1-17, April.
    5. Kumar, Bipul & Bagozzi, Richard P. & Manrai, Ajay K. & Manrai, Lalita A., 2022. "Conspicuous consumption: A meta-analytic review of its antecedents, consequences, and moderators," Journal of Retailing, Elsevier, vol. 98(3), pages 471-485.
    6. Jia, Lin & Xue, Geng & Fu, Yuwei & Xu, Longjia, 2018. "Factors affecting consumers’ acceptance of e-commerce consumer credit service," International Journal of Information Management, Elsevier, vol. 40(C), pages 103-110.

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