The Chooser's Curse: the Ability to Choose Increases Satiation

Joseph Redden, University of Minnesota, USA
Five studies show that enjoyment drops faster when people choose what to consume. This happened for music and art, and did not depend on whether the choice set was larger or varied. Process evidence indicated that choosing triggers thoughts about the repetitive nature of the ongoing consumption.
[ to cite ]:
Joseph Redden (2011) ,"The Chooser's Curse: the Ability to Choose Increases Satiation", 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: 74.