The Desire to Acquire Wish List Items: the Ironic Effect of Choosing to Delay Aspirational Purchases

Many online retailers enable consumers to postpone a purchase by placing a desired item onto a wish list. We propose that a wish list partitions a unitary purchase decision into a two-stage choice. Data obtained from five experiments lend support for the theory and empirical predictions advanced in this paper.



Citation:

Deidre Popovich and Ryan Hamilton (2014) ,"The Desire to Acquire Wish List Items: the Ironic Effect of Choosing to Delay Aspirational Purchases", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 76-80.

Authors

Deidre Popovich, Emory University, USA
Ryan Hamilton, Emory University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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