Choice Difficulty Moderates Inferences About Preference Generalizability

Mary Steffel, University of Florida, USA
Chris Janiszewski, University of Florida, USA
Daniel M. Oppenheimer, Princeton University, USA
Choice difficulty influences the extent to which consumers generalize from their choices. Consumers infer that they will make similar choices in the future when current choices feel easy versus difficult, but these inferences may not reflect behavior. Reliance on choice difficulty is domain-specific and limited to self versus social judgments.
[ to cite ]:
Mary Steffel, Chris Janiszewski, and Daniel M. Oppenheimer (2011) ,"Choice Difficulty Moderates Inferences About Preference Generalizability", 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.