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

Share Proceeding

Featured papers

See More


The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More


Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University

Read More


P9. Gift Budget Adherence and Price Discounts

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M 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.