Is First the Worst? Understanding Consumers’ Tendency to Postpone the Better Outcome

This research investigates the tendency of consumers to postpone their preferred item to the end. Two studies demonstrate that long-term (vs. short-term) oriented consumers are more likely to save their favorite product for last because they value improvements over time more.


Ozge Yucel-Aybat and Marina Carnevale (2020) ,"Is First the Worst? Understanding Consumers’ Tendency to Postpone the Better Outcome", 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: 1197-1197.


Ozge Yucel-Aybat, Pennsylvania State University Harrisburg
Marina Carnevale, Fordham University


NA - Advances in Consumer Research Volume 48 | 2020

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