Marketers have long understood that consumption can be symbolic as well as functional. In this paper, we focus on the corollary notion that disposal can be symbolic as well as functional. Five studies examine whether disposal, when symbolically related to a goal (but not diagnostic of actual progress), affects perceived goal progress.
Aaron Brough and Mathew S. Isaac (2019) ,"Symbolic Disposal", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 158-163.
Aaron Brough, Utah State University, USA
Mathew S. Isaac, Seattle University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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