Crispy Chips Or Spinach Dips, Which One Do You Crave More? Understanding Consumers’ Deep Respect For Their Favorites

Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Theodora Avramidis, Pennsylvania State University-Harrisburg, USA
The current research suggests that consumers’ long-term orientation may impact their decisions to save the best for last. Results show that, when given the option, long-term oriented consumers may be more likely to be patient and savor their favorite item last, rather than starting with their favorite one.
[ to cite ]:
Ozge Yucel-Aybat and Theodora Avramidis (2015) ,"Crispy Chips Or Spinach Dips, Which One Do You Crave More? Understanding Consumers’ Deep Respect For Their Favorites", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 816-816.