Unavailable Cake on the Menu: How Phantom Compromise Alternatives Alter Indulgence Tendencies

This study shows that compromise-but-unavailable “phantom” alternatives systematically alter indulgence tendencies. Study 1 and 2 show that such alternatives can increase indulgence by reducing anticipatory guilt and regret. Studies 3 and 4 then reverse the effect by moderating hedonistic tendencies. The results implicate latent desires (those not reflected in control/baseline shares) that phantom-compromise alternatives can leverage to alter choice.



Citation:

Yuanyuan Liu, Timothy B. Heath, and Ayse Önçüler (2013) ,"Unavailable Cake on the Menu: How Phantom Compromise Alternatives Alter Indulgence Tendencies", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 326-326.

Authors

Yuanyuan Liu, ESSEC Business School, France
Timothy B. Heath, HEC Paris, France
Ayse Önçüler, ESSEC Business School, France



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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