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.
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.
Zachary Arens, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
NA - Advances in Consumer Research Volume 38 | 2011
The Upside of Immorality: The Signal Value of Offensive Producer Behavior
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Jonathan Zev Berman, London Business School, UK
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
F10. Food Waste: On the Normalization of Structural Violence
Andreas Plank, Privatuniversität Schloss Seeburg
Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media
Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France