Conference proceeding
Tipping Points in Consumer Choice: the Case of Collections
Advances in Consumer Research, Vol.41
01 Jan 2013
Abstract
We propose that making a decision to collect (e.g. antiques, books) often originates from consumers escalating their commitment to something they have already had but were not initially intended to collect. We show that small differences in consumers' initial possession level significantly affect their likelihood to start a collection.
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Details
- Title
- Tipping Points in Consumer Choice: the Case of Collections
- Creators
- Leilei GaoYanliu HuangItamar Simonson
- Publication Details
- Advances in Consumer Research, Vol.41
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020545223304721