Is It the Luxury Car Or the Super Model That Tempts Him?The Possibility of Misattributed Arousal

Authors: Xiuping Li

Presenting Author: Xiuping Li

Contact information: Xiuping Li

                                  105 St. George Street

                                  Toronto, ON. M5S 3E6


                                  Phone: 416-978-6648



Title:  Is It the Luxury Car or the Super Model that Tempts Him?

                    — The Possibility of Misattributed Desires




Short Abstract


Research in consumer impulsivity has documented the effect of hedonic stimuli (e.g., dessert) on related behaviors (eating). We extend this line of research in the direction of whether the induced craving towards one hedonic stimulus category (dessert) can be carried over (or misattributed) to intertemporal choices in ostensibly unrelated behavioral domains (investing). In a series of experiments, we found that cues of hedonic stimuli (pictures or scents) led to (1) more choices of vices, (2) impatience in waiting for larger monetary gains, and (3) unplanned purchases.


Xiuping Li (2006) ,"Is It the Luxury Car Or the Super Model That Tempts Him?The Possibility of Misattributed Arousal", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 328-328.


Xiuping Li, Ph.D


NA - Advances in Consumer Research Volume 33 | 2006

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