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

Share Proceeding

Featured papers

See More


Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More


Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More


Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.