A Painful Choice: Embodied Influences on Choice Perception

Elements of consumers’ overall situation might infuse judgments of choice difficulty and product dimensions. Contrary to prior research, such choice-extrinsic influences on judgment may not be susceptible to discounting through attribution. Further, choice-extrinsic effects on judgment might be somewhat specific in that physical difficulty affects judgments relating to a feeling of discomfort, but not ones tangential to it, such as choice satisfaction. I demonstrate that the physical discomfort caused by a hand-press leads to judgments of greater choice difficulty as well as lower ratings of manufacturer ethics, but not to lower choice satisfaction (studies 1-2). If explicitly asked to exclude the hand-press difficulty from judgment, consumers can discount the physical pain from judgments of difficulty, but not from judgments of the ethicality of manufacturing conditions (study 2), demonstrating that attribution-discounting is limited.


Aner Tal (2009) ,"A Painful Choice: Embodied Influences on Choice Perception", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1060-1060.


Aner Tal, Duke University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More


Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

Read More


When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.