When the expectations from a message will not be realized: Naïve theories can eliminate expectation–congruent judgments via correction

Research typically reveals that individuals like an object more when a persuasive message convinces them that this object is pleasant. In this paper, two experiments were conducted to understand the influence of such message-induced affective-expectations on judgments of experienced affect following direct encounter with an alcohol type of drink. As predicted, before trying the drink, recipients of the positive-expectation message had more positive expectations than recipients of the negative-expectation message. After drinking, participants judged the beverage to elicit affect congruent with message-induced expectations to the extent they did not endorse a naïve theory that their affective expectations congruently influence their experienced affect. In contrast, after drinking, the effect of the message disappeared when participants did endorse this naïve theory. Moderation of these effects, as well as theoretical and practical implications, are addressed.