Confounds in the Measurement of Predictive Expectations

Authors

Richard A. Spreng
Robert Mackoy, Butler UniversityFollow
Cornelia Dröge

Document Type

Article

Publication Date

1998

Publication Title

Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

First Page

1

Last Page

7

Additional Publication URL

http://journalconsumersatisfaction.weebly.com/

Abstract

Given the importance of predictive expectations in consumer satisfaction models, confounds in the measurement of expectations could result in misspecified models. Results of two empirical studies indicate that consumers interpret the word "expect" in numerous ways. A large minority of consumers interpret "expect" to mean "desire." The magnitude of the resulting confounding effect is illustrated by comparing results using a measure of expectations alone with results obtained when using a measure of expectations together with a measure of desires in a side-by-side format.

Rights

This article was archived with permission from Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Inc., all rights reserved. Document also available from Quarterly Journal of Business and Economics.