Kim, Hye-Young 
ORCID: 0000-0003-3788-6135 and Urminsky, Oleg
(2018)
Want to stick to your goals? think about “dissimilar” alternatives that you’ve forgone!
In: Association for Consumer Research Conference, 2018-10-11 - 2018-10-14, Dallas, Dallas, United States, USA.
Abstract
Past research demonstrates that thinking about forgone alternatives influences utility from a chosen option. Consumers obtain higher utility when choosing a virtue from a mixed set that contains both vices and virtues than choosing from a homogeneous set that only contains virtuous options (Dhar & Wertenbroch, 2012). Further, Sagi and Friedland (2007) suggest that when choosing from diverse alternatives, evaluations of a chosen option depend on the summed utility of all of the unchosen alternatives, not just the second-best alternative’s utility.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Official URL: | http://www.acrwebsite.org/web/acr-content/1063/201... |
| Additional Information: | © 2018 Association for Consumer Research |
| Divisions: | Management |
| Date Deposited: | 12 Nov 2019 14:33 |
| Last Modified: | 14 Sep 2024 04:02 |
| URI: | http://eprints.lse.ac.uk/id/eprint/102505 |
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