How Everyday Items Become Treasures: Forgoing Usage and the Escalation of Specialness

Why do people forgo using everyday items, like t-shirts or inexpensive wine, as if they are too special to use? Seven studies demonstrate that forgoing using an everyday item can spark a “specialness spiral,” leading to less usage in everyday occasions and reservation for more extraordinary occasions.


Jacqueline Rifkin and Jonah Berger (2016) ,"How Everyday Items Become Treasures: Forgoing Usage and the Escalation of Specialness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 88-92.


Jacqueline Rifkin, Duke University, USA
Jonah Berger, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 44 | 2016

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