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.


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 .


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


NA - Advances in Consumer Research Volume 37 | 2010

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