Spreading of Alternatives Without a Perception of Choice
Choosing an option leads to more favorable attitudes toward that option compared to before choice. Three studies demonstrate that this “post choice spreading of alternatives” may not require choice at all. Spreading depends on accepting an outcome, rather than on the behavior of choosing or self-perception of having chosen.
Kurt P. Munz and Vicki G. Morwitz (2018) ,"Spreading of Alternatives Without a Perception of Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 717-718.
Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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