Developing Positive Attitudes and Strong Goals to Purchase Products of Fantasy

Fantasy Realization Theory suggests that individuals can fantasize about a positive future, dwell on the negative aspects of reality that impede a desired future, or mentally compare each. Further, individuals use personal expectations to determine if they should adopt a goal to achieve a positive fantasy, but only when they compare fantasy with reality. We predicted and found that participants’ who fantasized about a desired product and compared that to a negative reality would form more positive attitudes, plans, and intentions in regard to purchasing products if they read a persuasive advertisement containing strong, versus weak, arguments.



Citation:

R. Justin Goss, Ian M. Handley, and Brett M. Runnion (2010) ,"Developing Positive Attitudes and Strong Goals to Purchase Products of Fantasy", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 806-807 .

Authors

R. Justin Goss, University of Texas at San Antonio, USA
Ian M. Handley, Montana State University, USA
Brett M. Runnion, Montana State University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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