Staying the Course: the Impact of No-Choice Options on Post-Choice Persistence

Rom Schrift, University of Pennsylvania, USA
Jeffrey Parker, Georgia State University, USA
We show that the presence of a no-choice option at the time of choice reduces post-choice counterfactual thoughts and enables consumers to overcome adversity and persist longer on their chosen path. In a series of 6 studies we demonstrate this effect in actual behavior and identify the underlying psychological process.
[ to cite ]:
Rom Schrift and Jeffrey Parker (2013) ,"Staying the Course: the Impact of No-Choice Options on Post-Choice Persistence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.