The critical role of marketer's information provision in temporal changes of expectations and attitudes

Abstract

Purpose

This study aims to examine the changes in expectations and attitudes toward a brand over time. Furthermore, since consumers are able to change their previous judgments with information provided by a firm or dealer, the study seeks to examine moderator effects of such new information on an expectations‐attitude model.

Design/methodology/approach

Using a longitudinal study of automobile consumers, the study demonstrates significant carryover, and moderating effects of information provision on temporal changes in expectations and attitude.

Findings

The findings contribute to understanding the time dependency and the dynamic nature of consumer expectations and attitudes. New information provided during direct contact by the marketer updates consumers' (previous) expectations and, consequently, such new information updates consumer attitudes toward the brand.

Practical implications

As consumers' attitudes change over time, marketers should focus on reinforcing attitude toward the product. It would be desirable to design information for consumers to improve a favorable attitude toward the product. In the current example, as sports utility vehicle markets get more competitive, it is critical to create consumer‐focused information.

Originality/value

This study provides two important contributions to the understanding of the time dependency of consumers' expectations, evaluations and attitudes.

Citation

Ha, H., Denise John, J., John, J. and Kim, N. (2013), "The critical role of marketer's information provision in temporal changes of expectations and attitudes", Journal of Consumer Marketing, Vol. 30 No. 4, pp. 355-365. https://doi.org/10.1108/JCM-02-2013-0459