Consumer Need Recognition: the Influence of Length of Ownership and the Identification of Ideals

Consumers often decide whether they need a new product. We demonstrate that identifying ideals increases (decreases) feelings of need when the current product has been owned for a relatively long (short) time or is of relatively poor (high) quality due to the salient large (small) discrepancy between current and ideal.



Citation:

Gabriela Tonietto and Stephen Nowlis (2014) ,"Consumer Need Recognition: the Influence of Length of Ownership and the Identification of Ideals", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 814-814.

Authors

Gabriela Tonietto, Washington University in St. Louis, USA
Stephen Nowlis, Washington University in St. Louis, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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