When Choice Closure Reduces Satisfaction: the Moderating Role of Decision Outcome Valence

Past research showed that choice closure inhibits unfavorable comparisons between the chosen option and the forgone alternatives and can therefore increase satisfaction. In this paper, we demonstrate that choice closure can reduce satisfaction when the chosen option compares favorably with the forgone options.



Citation:

Yangjie Gu, Simona Botti, and David Faro (2013) ,"When Choice Closure Reduces Satisfaction: the Moderating Role of Decision Outcome Valence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Yangjie Gu, Tilburg University, The Netherlands
Simona Botti, London Business School, UK
David Faro, London Business School, UK



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More

Featured

N8. Effect of Awe on Collectable Consumer Experience

Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA

Read More

Featured

Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

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.