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.


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.


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


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


Understanding Organ Donation: Discourses of Embodied Recycling

Rebecca Scott, Cardiff University
Samantha Warren, Car

Read More


Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More


M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

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.