The Effect of Depleted Resources and Weak Preferences on Consumer Choice

A substantial body of psychological literature points to one underlying resource used to regulate behavior and exert self-control. In this paper we claim that when preferences are weak, then depleting the resource used to actively control and consciously guide behavior has a profound influence on choices. In four experiments, we demonstrate the interaction between depletion and subsequent choices, using context effects (e.g., compromise or attraction) and the no-choice option paradigm. The results shed light on the mechanism underlying the effects of context on choices when resources are depleted and beliefs (preferences) are weak.


Wendy Liu, Itamar Simonson, and On Amir (2005) ,"The Effect of Depleted Resources and Weak Preferences on Consumer Choice", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 308-309.


Wendy Liu, Stanford University
Itamar Simonson, Stanford University
On Amir, Yale University


E - European Advances in Consumer Research Volume 7 | 2005

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