Simulating Self-Improvement: Need For Cognitive Closure Shapes Preference For Process- and Outcome-Focused Products
Two experiments show that consumers seeking closure prefer self-improvement products with an outcome (vs. process) focus. This effect is driven by a heightened sense of immediacy in goal attainment and reverses when attainment is unlikely. These findings offer insight into antecedents of self-improvement preferences and the strategic nature of closure.
Alberto Barchetti, Joshua Clarkson, and Ashley Otto (2021) ,"Simulating Self-Improvement: Need For Cognitive Closure Shapes Preference For Process- and Outcome-Focused Products", 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: 922-922.
Alberto Barchetti, University of Cincinnati
Joshua Clarkson, University of Cincinnati
Ashley Otto, Baylor University
NA - Advances in Consumer Research Volume 49 | 2021
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