The Positive Consequences of Conflict: When a Conflict Mindset Facilitates Choice

Jennifer Savary, Yale University, USA
Tali Kleiman, New York University, USA
Ran Hassin, Hebrew University of Jerusalem, Israel
Ravi Dhar, Yale University, USA
Much research has shown that conflict is aversive and increases choice deferral. In contrast, we propose conflict can be beneficial. Four experiments demonstrate that incidental exposure to conflict can activate a conflict mindset, in which people process information more systematically, and thus are better able to confront and resolve choice.
[ to cite ]:
Jennifer Savary, Tali Kleiman, Ran Hassin, and Ravi Dhar (2013) ,"The Positive Consequences of Conflict: When a Conflict Mindset Facilitates Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.