Slow and Steady Versus Fast and Furious: the Effect of Speed on Decision Making

People often make decisions when they are physically on the move (e.g. commuting), whether fast or slow. Through eight studies we show that perceived and actual high (v. low) velocity leads to processing at high (v. low) levels, which influences consumer perceptions, product preferences, choice, and risk tolerance.


Ellie Kyung, Yael Shani-Feinstein, and Jacob Goldenberg (2018) ,"Slow and Steady Versus Fast and Furious: the Effect of Speed on Decision Making", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 188-193.


Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC


NA - Advances in Consumer Research Volume 46 | 2018

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