Clicking Decisions and the Coexistence of Insufficient and Excessive Checking

We examines the impact of past experiences on the tendency to use easy “single-click checking” options in simplified settings. The results reveal the co-existence of insufficient and excessive checking. The direction of the deviation is captured with the hypothesis that consumers exhibit oversensitivity to the best in retrospect outcome.


Yefim Roth, Michaela Wänke , and Ido Erev (2016) ,"Clicking Decisions and the Coexistence of Insufficient and Excessive Checking", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 755-755.


Yefim Roth, Technion University, Israel
Michaela Wänke , University of Mannheim, Germany
Ido Erev, Technion University, Israel


NA - Advances in Consumer Research Volume 44 | 2016

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