Wanting What Almost Wasn’T: Counterfactual Reflection Heightens Valuation of Branded Products

Hal E. Hershfield, New York University, USA
Adam D. Galinsky, Columbia Business School, USA
Neal J. Roese, Northwestern University, USA
Four studies investigated the relationship between counterfactual reflection – thoughts about how the origins of brands might have turned out differently – and valuation of branded products. Across studies, thinking about how a brand might not have come into being lures consumers to clamor for its products.
[ to cite ]:
Hal E. Hershfield, Adam D. Galinsky, and Neal J. Roese (2013) ,"Wanting What Almost Wasn’T: Counterfactual Reflection Heightens Valuation of Branded Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.