Can’T Wait to Lose: the Desire For Goal Closure Increases Impatience to Incur Costs
Are consumers impatient to incur costs sooner? Across five studies (N=1,099), we find that they are. Consumers prefer to pay and work more sooner over less later when they have a strong desire to finish a goal. This seemingly anomalous preference can be explained by a desire for goal closure.
Citation:
Annabelle Roberts, Alex Imas, and Ayelet Fishbach (2021) ,"Can’T Wait to Lose: the Desire For Goal Closure Increases Impatience to Incur Costs", 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: 270-270.
Authors
Annabelle Roberts, University of Chicago Booth School of Business
Alex Imas, University of Chicago Booth School of Business
Ayelet Fishbach, University of Chicago Booth School of Business
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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