The Victory Effect: Is First-Place Seeking Stronger Than Last-Place Aversion?
What are consumers’ intrinsic motivations to achieve different ranks in competitions? Using a combination of hypothetical and actual competitions, we map out utility functions for ranks, finding that consumers are risk seeking for first place, risk-averse to avoid last place, and that first-place seeking is stronger than last place aversion.
David Hardisty and Steven Shechter (2018) ,"The Victory Effect: Is First-Place Seeking Stronger Than Last-Place Aversion?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 45-49.
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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