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 Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data

Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA

Read More


Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, 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.