Acquisition Mode Effect on Consumer Product Evaluation and Tradeoff Making

Consumers are increasingly opting to rent instead of purchasing products. The literature on consumer choice, however, treats choice and purchase interchangeably. We demonstrate that consumers adopt different mindsets when the decision task involves renting versus buying. Importantly, the different mindsets involved in renting versus buying decisions affect acquisition likelihood.


Anastasiya Pocheptsova, Ran Kivetz, and Ravi Dhar (2016) ,"Acquisition Mode Effect on Consumer Product Evaluation and Tradeoff Making", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 98-102.


Anastasiya Pocheptsova, Darla Moore School of Business, University of South Carolina, USA
Ran Kivetz, Graduate School of Business, Columbia University, USA
Ravi Dhar, Yale School of Management, Yale University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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