Choice Under Pressure: Perverse Outcomes of Enhanced Familiarity Preference

Ab Litt, Stanford University, USA
Taly Reich, Stanford University, USA
Senia Maymin, Stanford University, USA
Baba Shiv, Stanford University, USA
Preference for familiar stimuli increases under stress. We show this familiarity-favoring can lead to choices precisely contrary to the very source of that pressure. Time-pressure increased (rather than reduced) choice of a longer task-option when it was incidentally associated with a familiar person. Planned extensions and consumer-choice implications are outlined.
[ to cite ]:
Ab Litt, Taly Reich, Senia Maymin, and Baba Shiv (2011) ,"Choice Under Pressure: Perverse Outcomes of Enhanced Familiarity Preference", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.