When Hopes Are Dashed: Sour Grapes Or Searching For Greener Pastures?

We introduce a theoretical framework and examine the effect of "dashed hopes" (unexpected denial of extremely desirable and anticipated options) upon subsequent choice. In four studies, we find that preference shifts away from status quo options toward novel alternatives and explicate the underlying process for the effect. Implications are discussed.


Aaron M. Garvey, Margaret G. Meloy, and Baba Shiv (2012) ,"When Hopes Are Dashed: Sour Grapes Or Searching For Greener Pastures?", 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: 896-897.


Aaron M. Garvey, Pennsylvania State University, USA
Margaret G. Meloy, Pennsylvania State University, USA
Baba Shiv, Stanford University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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