The Ending Effect on Positive Illusion

Ziqi Shang, Renmin University of China, China
Jun Pang, Renmin University of China, China
Lingyun Qiu, Peking University, China
This research proposes and demonstrates the ending effect on individuals’ positive illusions. Across two studies we show that individuals have a lower level of positive illusion at the end of a time period than at other time points, and this effect is mediated by the perceptions of resource depletion.
[ to cite ]:
Ziqi Shang, Jun Pang, and Lingyun Qiu (2016) ,"The Ending Effect on Positive Illusion", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 758-758.