Perceived product creativity and mental contrasting: Desired future on consumers’ product replacement decisions

• Main Authors: SOHN, Yong Seok, YOO, Kun Woo, HAN, Jin K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Energization; Indulging; Meaningfulness; Mental contrasting; Novelty; Strength of association; Uncertainty; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5922; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6921/viewcontent/Perceived_product_creativity_and_mental_contrasting_pp.pdf
• Institution: Singapore Management University

Consumers often imagine what it would be like to own a new product. Does engaging in such thoughts on desired future impact consumers’ purchase intentions, and if so, what is the underlying process? This study sets out to investigate the posed questions by assessing self-regulatory strategies consum...