The Ending Effect on Positive Illusion

This research proposes and demonstrates the ending effect on individuals’ positive illusions. Across two studies we show that individuals have a lower level of positive illusion at the end of a time period than at other time points, and this effect is mediated by the perceptions of resource depletion.


Ziqi Shang, Jun Pang, and Lingyun Qiu (2016) ,"The Ending Effect on Positive Illusion", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 758-758.


Ziqi Shang, Renmin University of China, China
Jun Pang, Renmin University of China, China
Lingyun Qiu, Peking University, China


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness

Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More


Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University

Read More


Shared Values, Trust, and Consumers’ Deference to Experts

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.