Expectations can determine the perception of your product. Setting that expectation and spreading it is the next step, but beware of trickery.
Consumers are constantly told that the latest Nike running shoes or Mercedes-Benz can offer higher performance. Consumers believe it, they make a purchase and they even experience it. From sportswear to cars, expectations of a product or service can actually create a resulting experience. But how?
via Turning Expectations Into Customer Satisfaction | INSEAD Knowledge.
