Having More But Not Feeling Better: the Effects of Merely Owning Preventive Goods on Risk Perceptions

Dengfeng Yan, University of Texas at San Antonio, USA
Huachao Gao, University of Texas at San Antonio, USA
Merely owning the lemon makes it sweet. Going beyond the lemon itself, the present work examines the effects of mere ownership on risk perceptions. Four studies offered converging support to our prediction that merely possessing preventive goods leads consumers to rate the associated risk as more likely and more harmful.
[ to cite ]:
Dengfeng Yan and Huachao Gao (2014) ,"Having More But Not Feeling Better: the Effects of Merely Owning Preventive Goods on Risk Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 113-117.