5I What’S For Dinner? the Effect of Planning on Consumers’ Happiness With What They Have For Dinner

We investigate how planning affects consumers’ happiness with what they have for dinner. We find that consumers who plan what to have for dinner are happier with it. This occurs because those who plan anticipate their dinner more, and find it easy to decide what to have for dinner.



Citation:

Rodrigo S. Dias and Gavan Fitzsimons (2019) ,"5I What’S For Dinner? the Effect of Planning on Consumers’ Happiness With What They Have For Dinner", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 965-965.

Authors

Rodrigo S. Dias, Duke University, USA
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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