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

Anirban Som; Mark T. Spence; Natalina Zlatevska

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

Anirban Som
, Mark T. Spence
, Natalina Zlatevska

Bond Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-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 language	English
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
Pages	228-236
Number of pages	9
Volume	10
Publication status	Published - 2012

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title = "How {\textquoteleft}Shades of Failure{\textquoteright} and Mental Simulation Affect the Likelihood of Subsequent Actions",

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.",

author = "Anirban Som and Spence, \{Mark T.\} and Natalina Zlatevska",

year = "2012",

language = "English",

volume = "10",

pages = "228--236",

booktitle = "ACR Proceedings",

publisher = "Association for Consumer Research",

address = "United States",

}

How ‘Shades of Failure’ and Mental Simulation Affect the Likelihood of Subsequent Actions. / Som, Anirban; Spence, Mark T.; Zlatevska, Natalina.
ACR Proceedings: AP - Asia-Pacific Advances in Consumer Research . Vol. 10 Duluth, MN: Association for Consumer Research, 2012. p. 228-236.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

TY - GEN

T1 - How ‘Shades of Failure’ and Mental Simulation Affect the Likelihood of Subsequent Actions

AU - Som, Anirban

AU - Spence, Mark T.

AU - Zlatevska, Natalina

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

M3 - Conference contribution

VL - 10

SP - 228

EP - 236

BT - ACR Proceedings

PB - Association for Consumer Research

CY - Duluth, MN

ER -

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

Abstract

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