Shades of Rejections: the Effect of Rejection Frames on Commitment to Choice
Online consumers often put items of interest into their “cart”. We find that framing the decisions to pass on an item (e.g., not add to cart) as an active (vs. passive) rejection can influence the experiential aspect of constructing one’s choice set, resulting in greater commitment to one’s choice.
Jen H. Park and Itamar Simonson (2018) ,"Shades of Rejections: the Effect of Rejection Frames on Commitment to Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 242-246.
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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