Two Paths From Boredom to Consumption

Soo Kim, Northwestern University, USA
C. Miguel Brendl, Northwestern University, USA
As our intuitions would believe, boredom has consequences on consumption. However, this work shows that what type of consumption boredom elicits depends on to which source consumers attribute their boredom experience. We find that, when situation-attributed, boredom leads consumers to exhibit a vice-preference; whereas when self-attributed, to exhibit a virtue-preference.
[ to cite ]:
Soo Kim and C. Miguel Brendl (2012) ,"Two Paths From Boredom to Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 800-801.