Share My Failure, Not My Success: How People Make Ubiquity Judgments Based on Past Events
This research examines how consumers judge the ubiquity of positive (vs. negative) events experienced by themselves (vs. others). Across two studies, we demonstrate that consumers evaluate their own negative experience to be more ubiquitous than the same event experienced by another person. This pattern reversed for positive experiences.
Citation:
Mengmeng Niu, Maximilian Gaerth, and *Florian Kraus (2020) ,"Share My Failure, Not My Success: How People Make Ubiquity Judgments Based on Past Events", 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: 562-562.
Authors
Mengmeng Niu, University of Mannheim, Germany
Maximilian Gaerth, University of Mannheim, Germany
*Florian Kraus, University of Mannheim, Germany
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
N12. Untangling Different Envy Episodes and their Effects on Brand Attitude
Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV
Featured
Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA
Featured
O1. Choice, Rejection, and Context Effects
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education