When Choice Closure Reduces Satisfaction: the Moderating Role of Decision Outcome Valence

Yangjie Gu, Tilburg University, The Netherlands
Simona Botti, London Business School, UK
David Faro, London Business School, UK
Past research showed that choice closure inhibits unfavorable comparisons between the chosen option and the forgone alternatives and can therefore increase satisfaction. In this paper, we demonstrate that choice closure can reduce satisfaction when the chosen option compares favorably with the forgone options.
[ to cite ]:
Yangjie Gu, Simona Botti, and David Faro (2013) ,"When Choice Closure Reduces Satisfaction: the Moderating Role of Decision Outcome Valence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.