The bottle on the left is what I normally expect when I buy bottled water out of a vending machine. That’s 20 ounces. The bottle on the right is what I received after I put 75 cents into the machine.  It’s actually 10 ounces, which is not as small as the bottle makes it seem.

I’m not begrudging the vendor for wanting to make a buck (okay, less than a buck).  But I would have gladly paid a bit more to get what I was expecting after pressing the button indicating cold, bottled water. Especially on a hot day. 

The problem is expectations. I have in my head the larger bottle. When I get the smaller bottle, no matter what I paid, I feel ripped off.

Here’s another example of how expectations can play such an important part with the consumer. I see the words, "FREE" and I automatically assume that I’m getting two full-size tubes of toothpaste, for the price of one.

I’m in a hurry to get out of the grocery store, having the fixings for dinner that night, or the provisions for packing lunch for the kids, and I grab the box. At home, here’s what I see. Say what?

Even though the box clearly says "0.75 OZ ….with purchase" and "TOTAL NET WEIGHT 6.75 OZ," the fine print does not override my expectations. Nor does it make me feel better when I find out what I’ve really gotten.

Expectations are powerful. Understanding and respecting them is important for any company that wants to create a good relationship with their customers.