When Good Things Come to an End: Mispredicting Motivation For Unavailable Goods

We examine how consumers’ desire for goods to which they lose access unfolds over time. Forecasters believe their desire for goods forgone will remain constant, whereas their actual desire decreases over time. This decreased desire appears due to a reallocation of attention to their current experience.



Citation:

Yang Yang, Carey Morewedge, and Jeff Galak (2012) ,"When Good Things Come to an End: Mispredicting Motivation For Unavailable Goods ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 889-889.

Authors

Yang Yang, Carnegie Mellon University, USA
Carey Morewedge, Carnegie Mellon University, USA
Jeff Galak, Carnegie Mellon University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Improving Customer Satisfaction Online through Valence Matching

Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

Liminality, Portals, and Narratives of Transformation

Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK

Read More

Featured

R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents

Kimberley Mosher Preiksaitis, Siena College

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.