Consumers’ Reluctance to Use Windfall Gains to Offset Opportunity Losses

In two studies, we show that consumers are reluctant to use windfall money ($50 won in a lottery) to offset a prior opportunity loss (missing a $50 off sale on a chocolate basket). The reluctance remains unchanged even when the windfall amount exceeds the lost opportunity ($75 lottery win to offset a $50 off sale) such that consumers have to spend less out of pocket money to buy the focal product. The reluctance, however, reduces somewhat if consumers feel that they are not to blame for missing the first opportunity. We discuss the implications of these results on the research on inaction inertia.


Subimal Chatterjee, Timothy Heath, Magdoleen Ierlan, and Napatsorn Jiraporn (2009) ,"Consumers’ Reluctance to Use Windfall Gains to Offset Opportunity Losses", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 4-5.


Subimal Chatterjee, SUNY at Binghamton, USA
Timothy Heath, Miami University, USA
Magdoleen Ierlan, SUNY at Binghamton, USA
Napatsorn Jiraporn, SUNY at Binghamton, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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