Carpe Diem! Hedonic Experiences Facilitate the Disregard of Sunk Costs
Besides enjoyment, hedonic consumption leads to myopic behaviors and enhances a present-moment orientation. This seemingly “myopic” focus reduces the consideration of past and leads to positive outcomes. We show that following hedonic consumption consumers display lower sensitivity to sunk costs. Thus, under particular conditions, embracing hedonics is beneficial.
Daniela Cristian, Bob Fennis, and Luk Warlop (2018) ,"Carpe Diem! Hedonic Experiences Facilitate the Disregard of Sunk Costs", 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: 282-282.
Daniela Cristian, BI Norwegian Business School, Norway
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, BI Norwegian Business School, Norway
E - European Advances in Consumer Research Volume 11 | 2018
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