The Desire to Acquire Wish List Items: the Ironic Effect of Choosing to Delay Aspirational Purchases

Deidre Popovich, Emory University, USA
Ryan Hamilton, Emory University, USA
Many online retailers enable consumers to postpone a purchase by placing a desired item onto a wish list. We propose that a wish list partitions a unitary purchase decision into a two-stage choice. Data obtained from five experiments lend support for the theory and empirical predictions advanced in this paper.
[ to cite ]:
Deidre Popovich and Ryan Hamilton (2014) ,"The Desire to Acquire Wish List Items: the Ironic Effect of Choosing to Delay Aspirational Purchases", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 76-80.