When Good Things Come to an End: Mispredicting Motivation For Unavailable Goods

Yang Yang, Carnegie Mellon University, USA
Carey Morewedge, Carnegie Mellon University, USA
Jeff Galak, Carnegie Mellon University, USA
We examine how consumers’ desire for goods to which they lose access unfolds over time. Forecasters believe their desire for goods forgone will remain constant, whereas their actual desire decreases over time. This decreased desire appears due to a reallocation of attention to their current experience.
[ to cite ]:
Yang Yang, Carey Morewedge, and Jeff Galak (2012) ,"When Good Things Come to an End: Mispredicting Motivation For Unavailable Goods ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 889-889.