Clicking Decisions and the Coexistence of Insufficient and Excessive Checking

Yefim Roth, Technion University, Israel
Michaela Wänke , University of Mannheim, Germany
Ido Erev, Technion University, Israel
We examines the impact of past experiences on the tendency to use easy “single-click checking” options in simplified settings. The results reveal the co-existence of insufficient and excessive checking. The direction of the deviation is captured with the hypothesis that consumers exhibit oversensitivity to the best in retrospect outcome.
[ to cite ]:
Yefim Roth, Michaela Wänke , and Ido Erev (2016) ,"Clicking Decisions and the Coexistence of Insufficient and Excessive Checking", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 755-755.