Previous research has found that consumers who deliberate about the reasons for their decisions tend to make less satisfying choices. We propose that this view is overly narrow, and argue that deliberation only impacts choice satisfaction as a function of the type of reasons on which consumers...

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...