Expectations play a huge role in everyone’s life, but more often than not, they’re seldom talked about directly. You perform well in a job, and there’s an expectation you’ll be noticed, possibly rewarded. If neither happens, you get dissatisfied.
Sometimes, expectations are unrealistic. Virtually all of the voice students taught by my wife enter the voice program expecting praise, even for average or sub-average performances. Those expectations come from their background in secondary school systems that toss out praise for almost anything. Those students expect praise. When they only get it for noted improvement or above average performances, many feel disappointed and cheated, and they often complain.
For decades, the most common pathway to a better life was a college degree or even a post-graduate degree, but millions of young Americans with recent degrees are having a hard time finding a job that will even cover their living expenses and student loan payments, and forget about buying a house. So that expectation has been thwarted for many and will doubtless have an ongoing political impact.
The costs of unfulfilled expectations are everywhere. Trump promised lower prices; they’re going higher, and the result is that Trump’s approval rating has dropped significantly. The tech barons promised prosperity through technology, but it appears to most people that the tech prosperity is limited to the barons, while the cost to their employees is more and more jobs lost to AI.
Likewise, readers have expectations about the books they buy, and they buy books based on those expectations. Some books fulfill a wide range of expectations, and those books are invariably best-sellers. In effect, book sales reflect reader satisfaction with the authors meeting or exceeding their expectations. The books that never get published or those that are self-published and do not sell are generally those that fail to meet the expectations of either editors or readers, if not both. At times, even best-selling authors can fail to meet expectations.
Some reasons for failure to meet expectations are obvious, if seldom discussed. There’s a reason why the majority of successful books are written in the past tense, and that’s because the past tense is the “default” tense in the English language, which makes it easier for most readers. Viewpoint makes a difference in expectations. Most readers prefer third person narratives. From my experience, some men have trouble getting into books with a female protagonist (and the sales numbers of even Recluce books with female leading characters are lower).
Some readers have firm expectations about plot structure and pacing, which is why I don’t appeal as much to readers who want action and more action. And, as I found out with The Green Progression, too much precise political reality contrary to popular beliefs definitely goes against the expectations of many readers.
All of these observations are scarcely new, and editors have known them for years, but I’ve never seen them discussed in terms of reader expectations