Fragile Enhancement of Attitudes and Intentions Following Difficult Choices

Ab Litt, Stanford University, USA
Zakary Tormala, Stanford University, USA
Increased product liking following difficult choices is well-documented. However, we show such enhancement to be fragile, collapsing easily in the face of even minor attack. While difficult purchasing decisions led to enhanced expressions of choice-favoring attitudes and intentions, this enhancement yielded neither absolute nor incremental resistance to a single negative customer review. Moreover, fragility was increased (not decreased) by high choice-involvement. Difficult choice rationalization may thus motivate bubble-like inflations of expressed attitudinal and behavioral positivity, appearing strong but highly prone to collapse.
[ to cite ]:
Ab Litt and Zakary Tormala (2010) ,"Fragile Enhancement of Attitudes and Intentions Following Difficult Choices", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 15-19 .