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Unrealistically Optimistic Consumers: A Selective Hypothesis Testing Account for Optimism in Predictions of Future Behavior
(University of Chicago Press, 2009)
We propose that when predicting future behavior, consumers selectively (but unwittingly) test the hypothesis that they will behave ideally. This selective hypothesis testing perspective on unrealistic optimism suggests ...
Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing
(American Marketing Association, 2009)
In general, consumers establish a preference for one product early in a decision process. When this preference does not include consideration of product prices, the currently preferred product is called the “benefits ...