Goal Conflict Undermines Self-Continuity and Leads to Greater Preference For Renting Vs. Buying

The present research identifies a novel antecedent for consumer renting behavior. We propose that consumers who experience goal conflict are more likely to rent vs. buy a product or service. We also show that the effect is mediated by lower perceptions of future self-continuity.


Mahdi Ebrahimi and Anoosha Izadi (2020) ,"Goal Conflict Undermines Self-Continuity and Leads to Greater Preference For Renting Vs. Buying", 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: 1193-1193.


Mahdi Ebrahimi, California State University Fullerton
Anoosha Izadi, University of Massachusetts, USA


NA - Advances in Consumer Research Volume 48 | 2020

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