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Want to stick to your goals? think about “dissimilar” alternatives that you’ve forgone!

Kim, Hye-Young 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.

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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: 24 Jul 2020 23:08
URI: http://eprints.lse.ac.uk/id/eprint/102505

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