The Rebound of the Forgone Alternative

Arens, Zachary G. and Rebecca W. Hamilton (2017) "The Rebound of the Forgone Alternative," Journal of Consumer Psychology, doi/10.1016/j.jcps.2017.01.001

Posted: 28 Jan 2017

See all articles by Zachary Arens

Zachary Arens

Oklahoma State University - Stillwater - Department of Marketing

Date Written: January 27, 2017

Abstract

Fifty years of cognitive dissonance research suggests that when consumers make a difficult choice, the alternative they forgo is devalued for an extended period of time, making it less likely to be chosen in the future. In a series of four studies, we show that completely consuming the chosen alternative moderates this effect. After the chosen alternative has been consumed, creating a sense of consumption closure, the attractiveness of forgone alternative rebounds to its original value.

Keywords: forgone alternative; consumption closure; choice; cognitive dissonance; stage of consumption

Suggested Citation

Arens, Zachary, The Rebound of the Forgone Alternative (January 27, 2017). Arens, Zachary G. and Rebecca W. Hamilton (2017) "The Rebound of the Forgone Alternative," Journal of Consumer Psychology, doi/10.1016/j.jcps.2017.01.001, Available at SSRN: https://ssrn.com/abstract=2907133

Zachary Arens (Contact Author)

Oklahoma State University - Stillwater - Department of Marketing ( email )

United States

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