Consumers Believe They Will Have More Control Over the Future Than They Did Over the Past

Why don’t people learn from past mistakes? We find that people believe future outcomes, good and bad, will be more controllable than identical past outcomes were. This asymmetry may arise because people perceive the future as open and the past as fixed, regardless of how controllable they truly were/ are.


Elanor Williams and Robyn LeBoeuf (2019) ,"Consumers Believe They Will Have More Control Over the Future Than They Did Over the Past", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 337-341.


Elanor Williams, Indiana University, USA
Robyn LeBoeuf, Washington University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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