Why Consumers Disproportionately Invest to Improve Outcomes That Are Already Favorable
Are people more willing to improve worse outcomes (e.g. a $20 gain to $30) or better outcomes (e.g. a $70 gain to $80)? In contrast to what diminishing sensitivity would predict, I find that people usually improve the better outcome. I offer a theory to explain why.
Citation:
Joshua Lewis (2020) ,"Why Consumers Disproportionately Invest to Improve Outcomes That Are Already Favorable", 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: 497-499.
Authors
Joshua Lewis, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.
Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University
Featured
The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study
Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France
Featured
O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada