A Wishful Thinking Mindset Leads to a Desire For Chaos

This research documents the existence of a wishful thinking mindset in consumer behavior. This wishful thinking mindset activates a desire for chaos, which can lead consumers to deviate from personal norms and social norms as well as prefer disruptive products. We also examine the underlying mechanism of this phenomenon.


Kuangjie Zhang and Ali Faraji-Rad (2019) ,"A Wishful Thinking Mindset Leads to a Desire For Chaos", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 935-936.


Kuangjie Zhang, Nanyang Technological University, Singapore
Ali Faraji-Rad, University of Maryland, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous

Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel

Read More


H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets

Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA

Read More


Tattoo: A Perspective Beyond Estethics

Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.