Throw It All Away? the Effects of Activated Self-Change Concept on Product Disposal

We show that consumers are more likely to dispose their current possessions when the concept of self-change is made salient. This is because thinking about self-changes elicits a action tendency, which in turn results in more product disposal. This effect is eliminated when the disposal decision is made for others.



Citation:

Yuwei Jiang and Leilei Gao (2014) ,"Throw It All Away? the Effects of Activated Self-Change Concept on Product Disposal", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 789-789.

Authors

Yuwei Jiang , Hong Kong Polytechnic University
Leilei Gao, The Chinese University of Hong Kong



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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