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

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