The Dual Effects of Optimism on Post-Purchase Goal Pursuit

Consumers often purchase products that they cannot currently use, but anticipate being able to later. Five experiments support a conceptualization based on ideas of goal progress and commitment, which explains when and why optimists (vs. pessimists) will engage in subsequent behaviors that enable them to use the purchased products.


Elaine Chan , Anirban Mukhopadhyay , and Jaideep Sengupta (2011) ,"The Dual Effects of Optimism on Post-Purchase Goal Pursuit", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 157-158.


Elaine Chan , Tilburg University, The Netherlands
Anirban Mukhopadhyay , HKUST, Hong Kong
Jaideep Sengupta , HKUST, Hong Kong


NA - Advances in Consumer Research Volume 39 | 2011

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