19-G: Hot Streak! Consumer Inferences From Streaks of Virtuous Choices

In three studies, we demonstrate that people infer that others are more likely to choose a virtuous option over a vice option after a recent streak, compared to other patterns of choices, even when holding the base rate of choosing virtue constant. This effect is driven by higher perceived commitment to the virtuous behavior.



Citation:

Jackie Silverman, Alixandra Barasch, and Deborah Small (2017) ,"19-G: Hot Streak! Consumer Inferences From Streaks of Virtuous Choices", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1059-1059.

Authors

Jackie Silverman, University of Pennsylvania, USA
Alixandra Barasch, New York University, USA
Deborah Small, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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