Fading Optimism in Products: Temporal Changes in Expectations About Performance
نویسنده
چکیده
Vol. XLIII (November 2006), 1– 1 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Ashwani Monga is an assistant professor, Department of Marketing, College of Business, University of Texas at San Antonio (e-mail: ashwani. [email protected]). Michael J. Houston is Ecolab-Pierson M. Grieve Chair in International Marketing, Department of Marketing, Carlson School of Management, University of Minnesota (e-mail: [email protected]. edu). This article is based on a doctoral dissertation completed by the first author under the guidance of the second author. The authors thank the other members of the dissertation committee—Deborah John, Akshay Rao, Eric Klinger, and Douglas Hawkins—for their feedback on this project. This article has also benefited from the suggestions of Om Narasimhan, Rajesh Chandy, and the anonymous JMR reviewers. ASHWANI MONGA and MICHAEL J. HOUSTON*
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