The findings and value of market research depend critically on consumers' understanding of the research objectives and their roles. The present research presents a three-phase investigation of the impact of research participants' theories about their roles: (a) identifying the theories, (b)...

Customers' expectations are key determinants of their consumption experiences, satisfaction, and loyalty. Therefore, knowing in advance what customers expect is critical for the success of marketing strategies. We examine alternative predictions regarding the impact of stating expectations...