Choice Closure Increases Indulgence (But Only Once!)

We demonstrate that choice closure—a psychological process by which people come to perceive a decision as complete—increases the pleasure derived from the selection of a want instead of a should option. Reaching closure with a want option, however, decreases the desire to indulge again in a subsequent decision.


Yangjie Gu, Anne-Kathrin Klesse, Simona Botti, and David Faro (2015) ,"Choice Closure Increases Indulgence (But Only Once!) ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 105-110.


Yangjie Gu, HEC, France
Anne-Kathrin Klesse, Tilburg University, The Netherlands
Simona Botti, London Business School, UK
David Faro, London Business School, UK


NA - Advances in Consumer Research Volume 43 | 2015

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