Consistent Or Not? the Role of Product Visibility in Sequential Decisions

This research introduces product-visibility as a factor affecting consistency of product-related decisions, in the context of social-self-identities. We show that when a product involved in a first decision is highly visible; the decision-maker’s cognitive-rigidity is enhanced, increasing the likelihood of subsequent decision consistency, especially in individuals with high public self-consciousness.


Dikla Perez, Steinhart Yael, and Grinstein Amir (2015) ,"Consistent Or Not? the Role of Product Visibility in Sequential Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 802-802.


Dikla Perez, Tel Aviv University, Israel and Technion University, Israel
Steinhart Yael, Tel Aviv University, Israel
Grinstein Amir, Ben Gurion University, Israel and VU Amsterdam


NA - Advances in Consumer Research Volume 43 | 2015

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