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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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