Choosing Versus Rejecting: the Effect of Decision Modes on Subsequent Preferences

Three experiments investigated the effect of choosing and rejecting on subsequent preferences. We found asymmetric effects of decision mode with choosing leading to increased attractiveness for the selected item, relative to rejecting. Eye-tracking and post-choice preference changes help elucidate the possible mechanisms underlying these asymmetric effects of decision modes.


Sangsuk Yoon and Vinod Venkatraman (2017) ,"Choosing Versus Rejecting: the Effect of Decision Modes on Subsequent Preferences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 987-988.


Sangsuk Yoon, Temple University, USA
Vinod Venkatraman, Temple University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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