Consumer Need Recognition: the Influence of Length of Ownership and the Identification of Ideals

Gabriela Tonietto, Washington University in St. Louis, USA
Stephen Nowlis, Washington University in St. Louis, USA
Consumers often decide whether they need a new product. We demonstrate that identifying ideals increases (decreases) feelings of need when the current product has been owned for a relatively long (short) time or is of relatively poor (high) quality due to the salient large (small) discrepancy between current and ideal.
[ to cite ]:
Gabriela Tonietto and Stephen Nowlis (2014) ,"Consumer Need Recognition: the Influence of Length of Ownership and the Identification of Ideals", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 814-814.