Wanting What Almost Wasn’T: Counterfactual Reflection Heightens Valuation of Branded Products

Four studies investigated the relationship between counterfactual reflection – thoughts about how the origins of brands might have turned out differently – and valuation of branded products. Across studies, thinking about how a brand might not have come into being lures consumers to clamor for its products.


Hal E. Hershfield, Adam D. Galinsky, and Neal J. Roese (2013) ,"Wanting What Almost Wasn’T: Counterfactual Reflection Heightens Valuation of Branded Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Hal E. Hershfield, New York University, USA
Adam D. Galinsky, Columbia Business School, USA
Neal J. Roese, Northwestern University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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