Why Do We Overbuy? Value From Engagement and the Shopping-Consumption Discrepancy
People often purchase things they do not consume, what we call overbuying. We investigate a new source of overbuying: a discrepancy in valuation between shopping and consumption occasions. Engagement can amplify the value of objects. For many purchases, people get relatively engaged in the purchase process. Consumption occasions may be less engaging than shopping, creating a difference in valuation between the time of purchase and the time of consumption, which may lead to purchasing things and not consuming them. Two experiments show that consumers mispredict consumption but not shopping experiences and that an engaging choice task elicits greater willingness-to-pay.
Dilney Goncalves (2009) ,"Why Do We Overbuy? Value From Engagement and the Shopping-Consumption Discrepancy", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 865-865.
Dilney Goncalves, INSEAD, France
NA - Advances in Consumer Research Volume 36 | 2009
Decisional Conflict Predicts Myopia
Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA
F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation
Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná
My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving
John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA