Choice Closure Increases Indulgence (But Only Once!)

Yangjie Gu, HEC, France
Anne-Kathrin Klesse, Tilburg University, The Netherlands
Simona Botti, London Business School, UK
David Faro, London Business School, UK
We demonstrate that choice closure—a psychological process by which people come to perceive a decision as complete—increases the pleasure derived from the selection of a want instead of a should option. Reaching closure with a want option, however, decreases the desire to indulge again in a subsequent decision.
[ to cite ]:
Yangjie Gu, Anne-Kathrin Klesse, Simona Botti, and David Faro (2015) ,"Choice Closure Increases Indulgence (But Only Once!) ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 105-110.