Value Is Shaped By Unsatisfied Desire: Activating Frustrated Values From Past Tradeoffs Shifts Unrelated Decisions

Stephanie Carpenter, University of Michigan, USA
Brian D. Vickers, University of Michigan, USA
J. Frank Yates, University of Michigan, USA
We propose a dynamic valuation process that extends beyond the incidental circumstances surrounding a given decision context. Two studies revealed that recalling a prior tradeoff situation reliably affected decisions in irrelevant contexts. Results suggest that current value is subject to the systematic influences of prior, unrelated value experiences.
[ to cite ]:
Stephanie Carpenter, Brian D. Vickers, and J. Frank Yates (2013) ,"Value Is Shaped By Unsatisfied Desire: Activating Frustrated Values From Past Tradeoffs Shifts Unrelated Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.