Why Or Why Not? the Influence of Absent Reasons on Accepting Offers

Tao Tao, Chinese University of Hong Kong, Hong Kong
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong
Two experiments investigated the influences of available and absent reasons on decision-making. The results showed that when consumers do not have the ability to generate reasons, intriguing them to think about the reasons of not accepting an offer would ironically lead them to be more likely to accept it.
[ to cite ]:
Tao Tao and Robert S. Wyer (2015) ,"Why Or Why Not? the Influence of Absent Reasons on Accepting Offers", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 809-809.