The Crime of Wanting
We find that when consumers strongly (versus weakly) want products, they are admired less. This “Crime of Wanting” occurs because people infer that a consumer who desires products has less willpower. When high willpower is signaled via other means, the effect dissipates.
Citation:
Tianjiao Yu, Cynthia Cryder, and Sydney Scott (2021) ,"The Crime of Wanting", 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: 910-910.
Authors
Tianjiao Yu, Washington University in St. Louis
Cynthia Cryder, Washington University in St. Louis
Sydney Scott, Washington University in St Louis
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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