Do Wish Lists Work?

6 Pages Posted: 30 Apr 2021

See all articles by Deidre Popovich

Deidre Popovich

Rawls College of Business, Texas Tech University

Ryan Hamilton

Goizueta Business School

Date Written: April 1, 2021


Wish lists and other purchase delay devices have benefits for consumers and online retailers alike, but they also have some potential drawbacks. We show that wish lists are less likely to result in an eventual purchase. This is due to the way consumers consider product attributes differently when they are initially considering a purchase versus revisiting a product that has already been placed onto a list. Consumers also tend to use less effortful decision processes in their preliminary consideration than they do when reconsidering an item. Online retailers may need strategies to help reestablish the initial desirability of wish-listed items.

Keywords: marketing, consumer behavior, ecommerce, digital, decision making

Suggested Citation

Popovich, Deidre and Hamilton, Ryan, Do Wish Lists Work? (April 1, 2021). Rutgers Business Review, Vol. 6, No. 1, 2021, pp.51-56., Available at SSRN:

Deidre Popovich (Contact Author)

Rawls College of Business, Texas Tech University ( email )

Lubbock, TX 79409
United States

Ryan Hamilton

Goizueta Business School ( email )

201 Dowman Drive
Atlanta, GA 30322
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
PlumX Metrics