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.
Citation:
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.
Authors
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study
Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France
Featured
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
Featured
D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna