Turning the Page: the Impact of Choice Closure on Satisfaction

Yangjie Gu, London Business School, UK
Simona Botti, London Business School, UK
David Faro, London Business School, UK
We examine whether the physical act of closing triggers choice closure, the psychological process of ending a difficult decision and focusing on assessing its consequences. Four studies demonstrate that choice closure inhibits further deliberation over foregone options when choosing from large sets, enhances satisfaction, and moderates the choice overload effect.
[ to cite ]:
Yangjie Gu, Simona Botti, and David Faro (2011) ,"Turning the Page: the Impact of Choice Closure on Satisfaction", 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: 74-75.