Throw It All Away? the Effects of Activated Self-Change Concept on Product Disposal

Yuwei Jiang , Hong Kong Polytechnic University
Leilei Gao, The Chinese University of Hong Kong
We show that consumers are more likely to dispose their current possessions when the concept of self-change is made salient. This is because thinking about self-changes elicits a action tendency, which in turn results in more product disposal. This effect is eliminated when the disposal decision is made for others.
[ to cite ]:
Yuwei Jiang and Leilei Gao (2014) ,"Throw It All Away? the Effects of Activated Self-Change Concept on Product Disposal", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 789-789.