Following-Through Opportunities: the Effects of Incidental Versus Inherent Choices

Liad Weiss, University of Wisconsin - Madison, USA
Ran Kivetz, Columbia University, USA
Consumers often plan to pursue desirable opportunities yet fail to follow-through. We identify cases where consumers feel that by failing to follow-through on a selected opportunity, they miss-out not only on that opportunity but also on an outside opportunity unavailable to them. This inflated perception of opportunity-cost increases opportunity follow-through.
[ to cite ]:
Liad Weiss and Ran Kivetz (2014) ,"Following-Through Opportunities: the Effects of Incidental Versus Inherent Choices", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 210-214.