Preference Construction From Non-Consumption

This research addresses how non-consumption affects people’s longing and preference. We hypothesize that in the absence of salient alternatives, longing and preference increases over time; but in the presence of salient alternatives, longing and preference decreases over time. These predictions were supported across three studies.


Xianchi Dai and Ayelet Fishbach (2013) ,"Preference Construction From Non-Consumption", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 276-276.


Xianchi Dai, Chinese University of Hong Kong, Hong Kong
Ayelet Fishbach, University of Chicago, USA


E - European Advances in Consumer Research Volume 10 | 2013

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