How and When Does a Used (Vs. Unused) Account Affect Consumption Behavior?
We find consumers are more likely to spend resources on non-essential items from used (vs. unused) accounts. This is because consumers engage in within account comparisons, comparing the resources remaining to the original resources, leading them to perceive used accounts as closer to exhaustion and thus less valuable.
Siyuan Yin and Marissa Sharif (2021) ,"How and When Does a Used (Vs. Unused) Account Affect Consumption Behavior?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 176-176.
Siyuan Yin, The Wharton School of the University of Pennsylvania
Marissa Sharif, The Wharton School of the University of Pennsylvania
NA - Advances in Consumer Research Volume 49 | 2021
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