Choice Under Pressure: Perverse Outcomes of Enhanced Familiarity Preference

Preference for familiar stimuli increases under stress. We show this familiarity-favoring can lead to choices precisely contrary to the very source of that pressure. Time-pressure increased (rather than reduced) choice of a longer task-option when it was incidentally associated with a familiar person. Planned extensions and consumer-choice implications are outlined.



Citation:

Ab Litt, Taly Reich, Senia Maymin, and Baba Shiv (2011) ,"Choice Under Pressure: Perverse Outcomes of Enhanced Familiarity Preference", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Ab Litt, Stanford University, USA
Taly Reich, Stanford University, USA
Senia Maymin, Stanford University, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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