From Ideal to Real: How Taking an Idealized Perspective Can Undo Optimism

Individuals tend to make overly optimistic self assessments about themselves relative to others. While little studied in marketing, such optimism may have negative consequences both for marketers and for consumers themselves. Based on a selective hypothesis testing framework, this paper introduces and tests a method designed to attenuate optimistic self assessments. In particular, we demonstrate that prior consideration of idealistic performance attenuates comparative optimism and helps consumers arrive at more realistic self assessments. Furthermore, this attenuation is both mediated by increased consideration of realistic thoughts and shows promise as a technique to improve the quality of downstream consumer decisions.



Citation:

Robin Tanner and Kurt Carlson (2008) ,"From Ideal to Real: How Taking an Idealized Perspective Can Undo Optimism", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 242-245.

Authors

Robin Tanner, Duke University
Kurt Carlson, Duke University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making

JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University

Read More

Featured

To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?

Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada

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.