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.


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.


Mengmeng Niu, University of Mannheim, Germany
Maximilian Gaerth, University of Mannheim, Germany
*Florian Kraus, University of Mannheim, Germany


NA - Advances in Consumer Research Volume 48 | 2020

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