Resistance Is Frugal: When Ignoring Nonconscious Goals Affects Psychological Ownership of Investment Decisions

Results of two experiments suggest that feelings of psychological ownership are greater when investment choices are incongruent with nonconsciously-activated goals, and that psychological ownership enhances subsequent word-of-mouth intentions. However, instructing investors to make decisions in the “right way” (versus instructing them to make the “best choices”) attenuates the effect.



Citation:

Colleen Kirk, Bernard McSherry, and Scott Swain (2014) ,"Resistance Is Frugal: When Ignoring Nonconscious Goals Affects Psychological Ownership of Investment Decisions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 791-791.

Authors

Colleen Kirk, Mount Saint Mary College (New York), USA
Bernard McSherry, New Jersey City University, USA
Scott Swain, Clemson University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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