Opportunity Neglect

Nine preregistered studies (N=2,589) conducted in the field, lab, and online document a tendency to reject opportunities with low probability of success, even when objectively costless and with only upside. Across studies, between 23.0% to 56.4% of participants exhibited opportunity neglect, driven by their feeling of having “nothing to gain.” 


Emily Prinsloo, Kate Barasz, Leslie John, and Michael Norton (2021) ,"Opportunity Neglect", 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: 237-237.


Emily Prinsloo, Harvard Business School
Kate Barasz, Univ. Ramon Llull, ESADE
Leslie John, Harvard Business School
Michael Norton, Harvard Business School


NA - Advances in Consumer Research Volume 49 | 2021

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