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


R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

Read More


K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect

Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More


Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

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.