How ‘Shades of Failure’ and Mental Simulation Affect the Likelihood of Subsequent Actions

Anirban Som, Mark T. Spence, Natalina Zlatevska

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review

Abstract

Literature in sequential choice categorizes focal actions and reactions as either goal consistent or inconsistent. In practice, there are shades of consistency: some actions are greater failures than are others. Based on three inter-related studies, we empirically demonstrate that the likelihood of performing subsequent actions is affected by the extent of failure of the current action; and, that this effect is moderated by a process mental simulation versus an outcome simulation prime.
Original languageEnglish
Title of host publicationACR Proceedings
Subtitle of host publicationAP - Asia-Pacific Advances in Consumer Research
Place of PublicationDuluth, MN
PublisherAssociation for Consumer Research
Pages228-236
Number of pages9
Volume10
Publication statusPublished - 2012

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