The Role of Attention in Opportunity Cost Neglect

Choices necessitate opportunity costs: choosing one option means foregoing another. Consumers often neglect opportunity costs, though, and are less likely to make purchases when reminded of them. We show that attention contributes to this choice effect; specifically, the amount and impact of attention are greater when opportunity costs are salient.


Stephanie Smith, Stephen A Spiller, and Ian Krajbich (2019) ,"The Role of Attention in Opportunity Cost Neglect", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 281-285.


Stephanie Smith, Ohio State University, USA
Stephen A Spiller, University of California Los Angeles, USA
Ian Krajbich, Ohio State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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