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

Association for Consumer Research
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Conference Proceeding
AP - Asia-Pacific Advances in Consumer Research, 2012, 10 pp. 228 - 236
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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.
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