Choosing Not to Choose: Consumers Are More Satisfied With a Product When It Is Determined By a Prediction Algorithm Than When They Personally Chose It
The freedom to choose does not always result in greater satisfaction than no-choice. We find that consumers prefer a product when it was externally determined by a prediction algorithm compared to when it was personally chosen. Not choosing can yield higher satisfaction when products match consumers’ pre-existing preferences.
Yann Cornil and Anne-Kathrin Klesse (2016) ,"Choosing Not to Choose: Consumers Are More Satisfied With a Product When It Is Determined By a Prediction Algorithm Than When They Personally Chose It ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 15-20.
Yann Cornil, University of British Columbia, Canada
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
NA - Advances in Consumer Research Volume 44 | 2016
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