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Consumer anticipation: antecedents, processes and outcomes

Author

Listed:
  • Tunyaporn Vichiengior

    (ESC [Rennes] - ESC Rennes School of Business)

  • Claire-Lise Ackermann

    (ESC [Rennes] - ESC Rennes School of Business)

  • Adrian Palmer

    (Henley Business School [University of Reading] - UOR - University of Reading)

Abstract

Marketing managers use anticipation as a marketing tool, particularly for new or improved products, services or experiences. Academic interest in consumer anticipation has focused on its outcomes, especially effects on the forthcoming substantive consumption. However, inadequate attention has been given to consumer anticipation as a complex process per se. A systematic review of the literature arrives at a conceptual definition which sees consumer anticipation as a mental process by which consumers consider the physical, experiential, social, emotional or behavioural consumption outcomes that are expected to accrue to the self from a yet to be realised consumption decision or experience. Antecedents of consumer anticipation, its underlying mental processes and consequences are identified and discussed. Frameworks for operationalising consumer anticipation in practical contexts are discussed.

Suggested Citation

  • Tunyaporn Vichiengior & Claire-Lise Ackermann & Adrian Palmer, 2019. "Consumer anticipation: antecedents, processes and outcomes," Post-Print hal-02129146, HAL.
    • Handle: RePEc:hal:journl:hal-02129146
    DOI: 10.1080/0267257X.2019.1574435
    Note: View the original document on HAL open archive server: https://rennes-sb.hal.science/hal-02129146v1
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    References listed on IDEAS

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    Cited by:

    1. Fanny Reniou & Elisa Monnot, 2023. "Consumer Discipline: A Safeguard to Maintain Sustainable Consumption Patterns," THEMA Working Papers 2023-19, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.

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