Reason-Product (In)Compatibility: Cognition and Affect in Consumer Reasoning

Previous literature argues that reasoning about a decision leads to less satisfying choices. We introduce a distinction between "cognition-based" and "affect-based" reasons, and illustrate that reasoning reduces satisfaction only when it leads to a distortion in choice behavior as a function of an incompatibility between reason types and product categories.


Alexander DePaoli, Uzma Khan, and Itamar Simonson (2017) ,"Reason-Product (In)Compatibility: Cognition and Affect in Consumer Reasoning", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 583-584.


Alexander DePaoli, Northeastern University, USA
Uzma Khan, University of Miami, USA
Itamar Simonson, Stanford University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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