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Bias in purchase decisions: correlation between expectations and procrastination in high and low involvement products

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  • Federico Gaudenzi

    (no affiliation)

Abstract

This paper examines the presence and implications of expectations formation on purchase decisions for high and low involvement products. The survey highlights the presence of expectations characterized by the identification of an ideal prototype and a consequent phenomenon of procrastination of the purchase if the desired prototype is not present among the available alternatives. Procrastination is interpreted as a manifestation of consumer dissatisfaction. The results of the study show that the correlation between expectations and procrastination of purchase is present only for high involvement products and not for low involvement products. The difference in behaviour between high and low involvement products is interpreted as an inherent bias in the purchase decisions.

Suggested Citation

  • Federico Gaudenzi, 2020. "Bias in purchase decisions: correlation between expectations and procrastination in high and low involvement products," Working Papers hal-02560384, HAL.
    • Handle: RePEc:hal:wpaper:hal-02560384
    Note: View the original document on HAL open archive server: https://hal.science/hal-02560384
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    References listed on IDEAS

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    Keywords

    Bias; purchase decisions; procrastination; expectations; involvement products;
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