Avoiding Information to Protect a Strong Intuitive Preference

Kaitlin Woolley , Cornell University, USA
Jane Risen, University of Chicago, USA
Across five experiments, we find that consumers avoid information that could encourage a financially-rational or future-oriented decision in order to make it easier to follow their intuitive preference. Although consumers avoid information when facing an intuitive-deliberative conflict, they use the information when it is provided.
[ to cite ]:
Kaitlin Woolley and Jane Risen (2017) ,"Avoiding Information to Protect a Strong Intuitive Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 319-323.