10-G: Consumer Reasoning Reduces Post-Choice Satisfaction While Increasing Commitment
Past literature argues that reasoning about a product decision leads consumers to choose less satisfying options. I find that, paradoxically, it also increases consumers' commitment to those options. Acting through distinct channels, reasoning steers choice toward products which are rated as less satisfying while simultaneously promoting consistency with those choices.
Alexander DePaoli (2017) ,"10-G: Consumer Reasoning Reduces Post-Choice Satisfaction While Increasing Commitment", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1024-1024.
Alexander DePaoli, Northeastern University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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