Choice As Magic: Using Current Consumption to Control Uncertain Future Outcomes

Soraya Lambotte, University of Chicago, USA
Aparna A. Labroo, University of Chicago, USA
Ravi Dhar, Yale University, USA
We propose that people attempt to control the fate of uncertain future outcomes by being virtuous in their current consumption choices. When hoping for a positive outcome for which they feel responsible, or fearing a bad outcome due to chance, they reason, “If I am good, then good things will happen to me,” and thus make virtuous current choices in an attempt to improve their potential position.
[ to cite ]:
Soraya Lambotte, Aparna A. Labroo, and Ravi Dhar (2011) ,"Choice As Magic: Using Current Consumption to Control Uncertain Future Outcomes", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.