The Rebound of the Forgone Alternative

Zachary Arens, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Although cognitive dissonance predicts that desirable forgone alternatives are devalued after choice, goal theory predicts that the value of unfulfilled goals increases over time. We reconcile this contradiction by introducing stage of consumption as a key moderator of the cognitive dissonance effect.
[ to cite ]:
Zachary Arens and Rebecca Hamilton (2011) ,"The Rebound of the Forgone Alternative", 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: 491-492.