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.
|Title of host publication||ACR Proceedings|
|Subtitle of host publication||AP - Asia-Pacific Advances in Consumer Research|
|Place of Publication||Duluth, MN|
|Publisher||Association for Consumer Research|
|Number of pages||9|
|Publication status||Published - 2012|