When Less Is More: Consumer Aversion to Waste

Lisa E. Bolton, University of Pennsylvania
Joseph W. Alba, University of Florida
The present research investigates consumer aversion to waste. We propose that forward-looking anticipation of waste will influence consumer response in a variety of settings. We demonstrate that aversion to waste 1) arises from unused utility in a product offering, (2) causes consumers to forfeit desired utility, (3) exerts unequal influence on consumers depending on whether the purchase involves a good or a service, and (4) has important implications for inter-firm competition and consumers’ own risk-seeking behavior.
[ to cite ]:
Lisa E. Bolton and Joseph W. Alba (2008) ,"When Less Is More: Consumer Aversion to Waste", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 76-79.