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

If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More

Featured

I4. Pink Tax: Are Some Marketing Practices Discriminatory?

Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas

Read More

Featured

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, 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.