Beyond Needs and Wants: How Networked Hyper-Rational Economic Actors “Win” the Deal But “Lose” the Shopping Trip

Traditional economic theory postulates an assumption of an economic, rational, and independent actor. We examine independent rational actors embedded in a technology-enabled network, who collaborate to construct elaborate combinations of promotions. A hyper-rational focus on economic value backfires, leading consumers to purchase superfluous items, resulting in stockpiling, gifting, and resale.


Colin Campbell and Hope Schau (2018) ,"Beyond Needs and Wants: How Networked Hyper-Rational Economic Actors “Win” the Deal But “Lose” the Shopping Trip", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 288-292.


Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA


NA - Advances in Consumer Research Volume 46 | 2018

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