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



Share Proceeding

Featured papers

See More

Featured

When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions

Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.