Choice Satisfaction Can Be the Luck of the Draw

Katherine A. Burson, University of Michigan, USA
Simona Botti, London Business School, UK
We explore how consumers justify successful and unsuccessful choice outcomes that are made by the self or by expert others. Two experiments show that satisfaction with the same outcome is not only due to the outcome itself or to who has made the choice. Satisfaction depends on how consumers explain the outcome. When consumers justify the outcome with the decision maker’s ability to find the best choice, perceived good (poor) ability generates more (less) satisfaction; however, when outcomes are justified by factors external to the decision maker’s ability, there are no differences in satisfaction between personally and expert-chosen outcomes.
[ to cite ]:
Katherine A. Burson and Simona Botti (2009) ,"Choice Satisfaction Can Be the Luck of the Draw", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 27-30.