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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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