Fate Or Fight?

Christopher Hsee, University of Chicago, USA
Shirley Zhang, University of Chicago, USA
We experimentally compare people’s experiences in two resource-allocation systems—free competition and binding assignment—finding that under predictable conditions, those in the binding-assignment system are happier. The present research highlights the hedonic costs of competition and explores when accepting one’s fate is better than fighting for the best.
[ to cite ]:
Christopher Hsee and Shirley Zhang (2011) ,"Fate Or Fight?", 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: 123-124.