Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
People incorrectly predict that they will spend less after gambling and losing, but losers attempt to repair mood by spending more, particularly on hedonic products. In contrast, people correctly predict that, if they win, they will spend more money on all products (not just hedonic), based on their higher wealth.
Ernest Baskin, Nathan Novemsky, and Robyn LeBoeuf (2018) ,"Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 39-44.
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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