Choice Difficulty Moderates Inferences About Preference Generalizability

Choice difficulty influences the extent to which consumers generalize from their choices. Consumers infer that they will make similar choices in the future when current choices feel easy versus difficult, but these inferences may not reflect behavior. Reliance on choice difficulty is domain-specific and limited to self versus social judgments.



Citation:

Mary Steffel, Chris Janiszewski, and Daniel M. Oppenheimer (2011) ,"Choice Difficulty Moderates Inferences About Preference Generalizability", 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

Mary Steffel, University of Florida, USA
Chris Janiszewski, University of Florida, USA
Daniel M. Oppenheimer, Princeton University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

When do More Options Produce Worse Choice?

Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA

Read More

Featured

Q13. Liquid Consumption From Another Perspective: The Case of “Investomers”

Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Featured

Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

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.