The Dual Effects of Optimism on Post-Purchase Goal Pursuit

Elaine Chan , Tilburg University, The Netherlands
Anirban Mukhopadhyay , HKUST, Hong Kong
Jaideep Sengupta , HKUST, Hong Kong
Consumers often purchase products that they cannot currently use, but anticipate being able to later. Five experiments support a conceptualization based on ideas of goal progress and commitment, which explains when and why optimists (vs. pessimists) will engage in subsequent behaviors that enable them to use the purchased products.
[ to cite ]:
Elaine Chan , Anirban Mukhopadhyay , and Jaideep Sengupta (2011) ,"The Dual Effects of Optimism on Post-Purchase Goal Pursuit", 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: 157-158.