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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 


Integrated Approach to Management of Predictive and Normative Expectations

Author(s): Gavriel Meirovich

Citation: Gavriel Meirovich, (2020) "Integrated Approach to Management of Predictive and Normative Expectations," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 3,  pp. 36-47

Aricle Type: Research paper

Publisher: North American Business Press


The present study proposes a unified framework that incorporates management of desired expectations, adequate expectations, predictive expectations from a provider and from competitors, and the zone of tolerance. Management of expectations differs at three points of time – choice/purchase, actual service, and post-consumption stages. Unlike predictive expectations, the level of adequate expectations is affected by attribution process. By emphasizing uncontrollable factors, a company can create a positive differential between focal predictive expectations and adequate expectations and use it to its advantage. A provider needs to tread a fine line between consistent high performance and occasional pleasant surprises on variable basis.