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Consumer anticipation: antecedents, processes and outcomes

Vichiengior, T., Ackermann, C.-L. and Palmer, A. (2019) Consumer anticipation: antecedents, processes and outcomes. Journal of Marketing Management, 35 (1-2). pp. 130-159. ISSN 1472-1376

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To link to this item DOI: 10.1080/0267257X.2019.1574435


Marketing managers use anticipation as a marketing tool, particularly for new or improved products. Academic interest in consumer anticipation has focused on its outcomes, especially effects on the forthcoming substantive consumption. However, inadequate attention has been given to consumer anticipation as a complex process per se. A systematic review of the literature arrives at a conceptual definition which sees consumer anticipation as a mental process by which consumers consider the physical, experiential, social, emotional, or behavioural consumption outcomes that are expected to accrue to the self from a yet to be realized consumption decision or experience. Antecedents of consumer anticipation, its underlying mental processes, and consequences are identified and discussed. Frameworks for operationalising consumer anticipation in practical contexts are discussed.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:81294
Publisher:Taylor & Francis


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