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 More

Featured

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

Read More

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

Read More

Featured

O1. Choice, Rejection, and Context Effects

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.