Role of Hedonic Choices in Sequential Decision-Making
We propose that hedonic purchases induce a justification mindset that influences subsequent decisions by shifting focus from desirability to justifiability of a choice. An initial hedonic purchase, therefore, magnifies the compromise effect, reduces purchase momentum, and increases choice of the most indulgent option when this option is easier to justify.
Citation:
Uzma Khan, Colton Pond, and Ravi Dhar (2019) ,"Role of Hedonic Choices in Sequential Decision-Making", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 146-151.
Authors
Uzma Khan, University of Miami, USA
Colton Pond, University of Miami, USA
Ravi Dhar, Yale University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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