When Thinking Positive Gets the Better of Us: the Role of Optimism in Uninformed Consumer Choice

Selin Malkoc, Washington University in St. Louis, USA
Ayelet Gneezy, UC San Diego, USA
Simona Botti, London Business School, UK
In six studies, we investigate consumer evaluations of choice alternatives in the absence of diagnostic information. We predict and demonstrate that lack of diagnostic information leads to a potentially misleading general optimism, in that consumers unreasonably judge such alternatives more positively and express a higher intent to purchase and consume.
[ to cite ]:
Selin Malkoc, Ayelet Gneezy, and Simona Botti (2011) ,"When Thinking Positive Gets the Better of Us: the Role of Optimism in Uninformed Consumer Choice", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 50-52.