Consistent Or Not? the Role of Product Visibility in Sequential Decisions

Dikla Perez, Tel Aviv University, Israel and Technion University, Israel
Steinhart Yael, Tel Aviv University, Israel
Grinstein Amir, Ben Gurion University, Israel and VU Amsterdam
This research introduces product-visibility as a factor affecting consistency of product-related decisions, in the context of social-self-identities. We show that when a product involved in a first decision is highly visible; the decision-maker’s cognitive-rigidity is enhanced, increasing the likelihood of subsequent decision consistency, especially in individuals with high public self-consciousness.
[ to cite ]:
Dikla Perez, Steinhart Yael, and Grinstein Amir (2015) ,"Consistent Or Not? the Role of Product Visibility in Sequential Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 802-802.