Don’T Think Twice: the Effects of Decision Confidence on the Experienced Utility of Incidental Rewards

Aaron Snyder, Stanford University, USA
Maya Shankar, Stanford University, USA
Baba Shiv, Stanford University, USA*
Research has shown that confidence in one’s choice can increase satisfaction with the chosen outcome. We extend these findings to show that decision confidence can have downstream consequences on perceptions of incidentally acquired rewards as well.
[ to cite ]:
Aaron Snyder, Maya Shankar, and Baba Shiv (2012) ,"Don’T Think Twice: the Effects of Decision Confidence on the Experienced Utility of Incidental Rewards", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1130-1130.