The Rebound of the Forgone Alternative

Reconciling research on cognitive dissonance and goals, we demonstrate that consumers’ attitudes towards a forgone alternative vary across stages of consumption. Our results suggest that consumers are unlikely to purchase a forgone alternative until their chosen alternative has been consumed, at which time motivation to obtain the forgone alternative rebounds.



Citation:

Zachary Arens and Rebecca Hamilton (2011) ,"The Rebound of the Forgone Alternative", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Zachary Arens, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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