How Variety Influences Predicted Goal Conflict

Consumers inevitably encounter conflict when pursuing important goals. Identifying that such conflict will happen is crucial to take proactive actions. But, how do consumers predict conflict in the future? This research explores how perceiving variety in past conflicting episodes leads consumers to forecast less conflict in the future.



Citation:

Luis Abreu, Sarah A. Memmi, and Jordan Etkin (2020) ,"How Variety Influences Predicted Goal Conflict", 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: 181-182.

Authors

Luis Abreu, Duke University, USA
Sarah A. Memmi, Duke University, USA
Jordan Etkin, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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