The Role of Cognition in Uncertainty Aversion: When Less Thought Leads to More Rational Choices

Kelly Goldsmith, Northwestern University, USA
On Amir, University of California San Diego, USA
We investigate the role of cognition in rational decision making, in a context where uncertainty aversion has been shown to systematically bias choices. We observe that restricting cognitive resources can have the counter-intuitive effect of promoting more rational responses, by reducing an aversion to uncertainty.
[ to cite ]:
Kelly Goldsmith and On Amir (2013) ,"The Role of Cognition in Uncertainty Aversion: When Less Thought Leads to More Rational Choices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.