Reason-Product (In)Compatibility: Cognition and Affect in Consumer Reasoning

Alexander DePaoli, Northeastern University, USA
Uzma Khan, University of Miami, USA
Itamar Simonson, Stanford University, USA
Previous literature argues that reasoning about a decision leads to less satisfying choices. We introduce a distinction between "cognition-based" and "affect-based" reasons, and illustrate that reasoning reduces satisfaction only when it leads to a distortion in choice behavior as a function of an incompatibility between reason types and product categories.
[ to cite ]:
Alexander DePaoli, Uzma Khan, and Itamar Simonson (2017) ,"Reason-Product (In)Compatibility: Cognition and Affect in Consumer Reasoning", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 583-584.