The Effect of Decision Interruption and Suspension on Preferences

Wendy Liu, University of California Los Angeles, USA
Decisions are often interrupted or suspended in the course of their making. What is the effect of such interruptions on preferences? This research suggests an interruption in decision making changes the mode in which information is processed. Specifically, an interruption leads the person to switch from compulsory processing of the decision problem to voluntary processing, under which greater attention is given to the desirability rather than feasibility of options. Consequently I demonstrate that an interruption in decision making causes people to choose riskier options, and to favor high desirability (but not high feasibility) in price-quality tradeoffs.
[ to cite ]:
Wendy Liu (2007) ,"The Effect of Decision Interruption and Suspension on Preferences", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 692-695.