Creating the Illusion of Choice Through Selective Information Search and Retrieval

Rom Schrift, University of Pennsylvania, USA
Ran Kivetz, Columbia University, USA
Oded Netzer, Columbia University, USA
We demonstrate that consumers' preference to engage in a diligent decision-process can cause them to artificially create a more effortful choice. We find that consumers complicate their decisions by (i) distorting the information they recall, (ii) selectively interpreting ambiguous information and, (iii) conducting an intensive search for additional information.
[ to cite ]:
Rom Schrift, Ran Kivetz, and Oded Netzer (2011) ,"Creating the Illusion of Choice Through Selective Information Search and Retrieval", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 53-54.