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Unrelated efforts trigger wishful winning? The impact of extraneous efforts on judgments of winning probability among Chinese consumers

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  • Xiaohua Zhao

    (Tsinghua University)

  • Yuhuang Zheng

    (Tsinghua University)

  • Fang Wan

    (University of Manitoba)

Abstract

Through three sets of studies of Chinese consumers, we demonstrate that effort expenditure motivates consumers to obtain rewards, which in turn induces wishful thinking in unrelated domains and events and increases their judgments of winning probability. Moreover, we found that effort significantly affected consumers’ judgments of winning probability when it was not rewarded, but that this effect disappeared when effort was rewarded. In this paper, we discuss the theoretical and managerial implications of these findings.

Suggested Citation

  • Xiaohua Zhao & Yuhuang Zheng & Fang Wan, 2020. "Unrelated efforts trigger wishful winning? The impact of extraneous efforts on judgments of winning probability among Chinese consumers," Asian Business & Management, Palgrave Macmillan, vol. 19(5), pages 560-581, November.
    • Handle: RePEc:pal:abaman:v:19:y:2020:i:5:d:10.1057_s41291-019-00069-z
    DOI: 10.1057/s41291-019-00069-z
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    References listed on IDEAS

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