Pain and Preferences: the Impact of Other’S Decisional Conflict on Our Own Preferences

How does observing someone else’s pain and agony over an impending decision impact our own preferences when facing similar choice? Will we tend to choose more similarly or differently? In this paper we find that observing other’s decisional-conflict triggers empathic reactions and sense of shared identity that engender preference convergence.


Rom Schrift and Moty Amar (2015) ,"Pain and Preferences: the Impact of Other’S Decisional Conflict on Our Own Preferences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 682-683.


Rom Schrift, The Wharton School, USA
Moty Amar, Ono Academic College, Israel


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


When Negative Observations Broaden Generalization of Product Attributes to Novel Products

Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA

Read More


A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More


The Self-Bolstering Effects of Repeated Affirmations over Time

Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, 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.