The Nearly Winning Effect

Nearly-winning versus clearly-losing or winning in one task (e.g., a lottery) can activate a general motivational drive, subsequently leading to an enhanced desire for a broad array of unrelated rewards. Our findings show that the nearly-winning effect is attenuated when the activated motivational drive is dampened in an intervening task.


Monica Wadhwa and JeeHye Christine Kim (2013) ,"The Nearly Winning Effect", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Monica Wadhwa, INSEAD, Singapore
JeeHye Christine Kim, INSEAD, Singapore


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More


I8. How Food Images on Social Media Influence Online Reactions

Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA

Read More


The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo

Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark

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.