Consumer Incompetence and the Motivation to Avoid Consumption

Matthew Philp, Queen's University, Canada
Andrew Stephen, University of Pittsburgh, USA
Laurence Ashworth, Queen's University, Canada
Exploring the impact of feeling as an incompetent consumer on the motivation to avoid consumption of desirable items, this current work finds that the desire to avoid consumption increases (decreases) when past incompetent (competent) purchase decisions are more accessible in memory.
[ to cite ]:
Matthew Philp, Andrew Stephen, and Laurence Ashworth (2013) ,"Consumer Incompetence and the Motivation to Avoid Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.