Changing “Fate” Through Choices

Adelle Xue Yang, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
We find choices representing a discontinuity of self-concept are preferred when the prediction of a future outcome is pessimistic, but not when optimistic. The appeal of novel consumer choices may depend on anticipated future outcomes, via the potential to either disrupt or maintain the continuity of one’s perceived focal identity.
[ to cite ]:
Adelle Xue Yang and Oleg Urminsky (2013) ,"Changing “Fate” Through Choices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.