The Nearly Winning Effect

Monica Wadhwa, INSEAD, Singapore
JeeHye Christine Kim, INSEAD, Singapore
Nearly-winning versus clearly-losing or winning in one task (e.g., a lottery) can activate a general motivational drive, subsequently leading to an enhanced desire for a broad array of unrelated rewards. Our findings show that the nearly-winning effect is attenuated when the activated motivational drive is dampened in an intervening task.
[ to cite ]:
Monica Wadhwa and JeeHye Christine Kim (2013) ,"The Nearly Winning Effect", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.