How ‘Shades of Failure’ and Mental Simulation Affect the Likelihood of Subsequent Actions

Literature in sequential choice categorizes focal actions and reactions as either goal consistent or inconsistent. In practice, there are shades of consistency: some actions are greater failures than are others. Based on three inter-related studies, we empirically demonstrate that the likelihood of performing subsequent actions is affected by the extent of failure of the current action; and, that this effect is moderated by a process mental simulation versus an outcome simulation prime.



Citation:

Mark Spence, Anirban Som, and Natalina Zlatevska (2012) ,"How ‘Shades of Failure’ and Mental Simulation Affect the Likelihood of Subsequent Actions", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 228-236.

Authors

Mark Spence, Bond University, Australia
Anirban Som, Bond University, Australia
Natalina Zlatevska, Bond University, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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