Loving a Loser: Experiential Learning Increases the Desire For Non-Favorite Consumption Categories

People exhibit product subcategory loyalty, selecting options from their favorite subcategory while ignoring non-favorite subcategories. Three studies explore strategies for increasing appreciation through reorienting the experiential perspective. Training alters consumers’ experiential perceptive by providing a novel perspective that is goal-relevant, resulting in increased appreciation and consumption of non-favorite subcategories.



Citation:

Cammy Crolic and Chris Janiszewski (2018) ,"Loving a Loser: Experiential Learning Increases the Desire For Non-Favorite Consumption Categories", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 108-109.

Authors

Cammy Crolic, University of Oxford, UK
Chris Janiszewski, University of Florida, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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