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|
Som, A., Spence, M. T., & Zlatevska, N. (2012). How ‘Shades of Failure’ and Mental Simulation Affect the Likelihood of Subsequent Actions. In ACR Proceedings: AP - Asia-Pacific Advances in Consumer Research (Vol. 10, pp. 228-236). Association for Consumer Research. https://www.acrwebsite.org/volumes/1011168/volumes/ap11/AP-10