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Bob Moritz
Marshfield Clinic Research Foundation

Expected Picture Quality (Camera)

A three-item, seven-point summated ratings scale measuring the level of picture quality a consumer expects in a particular camera. Expectations are supposed to be distinct from desires because the latter relates to beliefs about ''ideal'' product performance that led to achievement of higher-level values whereas the former are beliefs about performance benefits that will occur with a specified focal brand but may be short of what is ''ideal'' (Spreng and Olshavsky 1993, p. 172). Thus, desires imply a higher standard than do expectations.