Beating the Market: Competitive Mindset and the Allure of Unintended Value

Aner Sela, University of Florida, USA
Itamar Simonson, Stanford University, USA
Ran Kivetz, Columbia University, USA
Marketplace interaction often activates a competitive mindset and a desire to outsmart the market(er). We show that this competitive mindset leads consumers to perceive offers that seem to fit their preferences by coincidence, without the marketer’s intent, as better bargains than offers presented as designed to fit them.
[ to cite ]:
Aner Sela, Itamar Simonson, and Ran Kivetz (2013) ,"Beating the Market: Competitive Mindset and the Allure of Unintended Value", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.