Staying the Course: the Impact of No-Choice Options on Post-Choice Persistence

We show that the presence of a no-choice option at the time of choice reduces post-choice counterfactual thoughts and enables consumers to overcome adversity and persist longer on their chosen path. In a series of 6 studies we demonstrate this effect in actual behavior and identify the underlying psychological process.


Rom Schrift and Jeffrey Parker (2013) ,"Staying the Course: the Impact of No-Choice Options on Post-Choice Persistence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Rom Schrift, University of Pennsylvania, USA
Jeffrey Parker, Georgia State University, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

Read More


The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More


F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.