Why We Decide Not to Decide? Decision Avoidance As a Means of Cognitive Closure.

We propose decision avoidance is a collection of choice strategies motivated by the need for cognitive closure. This need, driven by the bothersome nature of a decision, offers a novel mechanism for decision avoidance effects and novel hypotheses regarding individuals’ reliance on decision avoidance as a choice strategy.


Ashley Otto, Joshua Clarkson, and Frank Kardes (2014) ,"Why We Decide Not to Decide? Decision Avoidance As a Means of Cognitive Closure.", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 629-630.


Ashley Otto, University of Cincinnati, USA
Joshua Clarkson, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 42 | 2014

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