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

Spence, M; Som, A; Zlatevska, N

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

Spence, M Som, A Zlatevska, N

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Publisher:: Association for Consumer Research
Publication Type:: Conference Proceeding
Citation:: AP - Asia-Pacific Advances in Consumer Research, 2012, 10 pp. 228 - 236
Issue Date:: 2012-07

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Field	Value	Language
dc.contributor.author	Spence, M	en_US
dc.contributor.author	Som, A	en_US
dc.contributor.author	Zlatevska, N https://orcid.org/0000-0002-0936-1529	en_US
dc.date.issued	2012-07	en_US
dc.identifier.citation	AP - Asia-Pacific Advances in Consumer Research, 2012, 10 pp. 228 - 236	en_US
dc.identifier.uri	http://hdl.handle.net/10453/120369
dc.description.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.	en_US
dc.publisher	Association for Consumer Research	en_US
dc.relation.ispartof	AP - Asia-Pacific Advances in Consumer Research	en_US
dc.relation.ispartof	Association for Consumer Research Asia-Pacific Conference	en_US
dc.title	How Shades of Failure and Mental Simulation Affect the Likelihood of Subsequent Actions	en_US
dc.type	Conference Proceeding
utslib.citation.volume	10	en_US
utslib.location	Duluth MN	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.place-of-publication	Duluth MN	en_US
pubs.volume	10	en_US

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/120369