The Rebound of the Forgone Alternative

Zachary Arens, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Reconciling research on cognitive dissonance and goals, we demonstrate that consumers’ attitudes towards a forgone alternative vary across stages of consumption. Our results suggest that consumers are unlikely to purchase a forgone alternative until their chosen alternative has been consumed, at which time motivation to obtain the forgone alternative rebounds.
[ to cite ]:
Zachary Arens and Rebecca Hamilton (2011) ,"The Rebound of the Forgone Alternative", 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.