I Keep Thinkin’ About It: Consumers’ Interpretation of Their Spontaneous Thoughts

Consumers believe that if thoughts regarding an unpurchased item keep popping into mind, the decision needs to be re-considered, maybe even changed. We show that in practice, it is the frequency of the spontaneous thoughts, not the content, that drives the effect. The relationship is mediated by post-thought liking.


Elizabeth Cowley (2019) ,"I Keep Thinkin’ About It: Consumers’ Interpretation of Their Spontaneous Thoughts", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 524-525.


Elizabeth Cowley, University of Sydney, Australia


NA - Advances in Consumer Research Volume 47 | 2019

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