Found, Not Created: How Unintentionality in an Object’S Discovery Increases Preference

Intentionality in product creation can shape consumer preference, but how might intentionality involved in discovering objects rather than creating them influence preference? We find preference for unintentionally discovered objects in behavioral intentions and consequential product choice, driven by heightened counterfactual thought about how an object might never have been discovered.


Alexander Goldklank Fulmer and Taly Reich (2020) ,"Found, Not Created: How Unintentionality in an Object’S Discovery Increases Preference", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 342-343.


Alexander Goldklank Fulmer, Yale University, USA
Taly Reich, Yale University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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