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.
Citation:
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.
Authors
Daniela Cristian, BI Norwegian Business School, Norway
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, BI Norwegian Business School, Norway
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
Featured
Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption
Praveen Kumar Kopalle, Dartmouth College, USA
Featured
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Lena Pellandini-Simanyi, Università della Svizzera Italiana