How buyers forecast: Buyer-seller relationship as a boundary condition of the impact bias

Ashwani Monga, Haipeng Allan Chen, Michael Tsiros, Mona Srivastava

Research output: Contribution to journalArticle

5 Scopus citations

Abstract

People frequently overestimate the impact of an event when they imagine it, relative to when they actually experience it. This phenomenon, known as the impact bias, has been well established as an intrapersonal phenomenon. We extend it to the inherently interpersonal marketing setting involving buyer-seller dyads in which the two entities are bound by a relatpears when the relationship is weak.

Original languageEnglish (US)
Pages (from-to)31-45
Number of pages15
JournalMarketing Letters
Volume23
Issue number1
DOIs
StatePublished - Mar 1 2012

Keywords

  • Affective forecasting
  • Buyer-seller relationship
  • Impact bias
  • Judgment and decision making

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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