Revisiting the Dynamics of Deferred Decisions: an Evaluability-Based View of Choice Deferral

We investigate the impact of the choice set on choice deferral. Contrary to prior research, we demonstrate that consumers are more likely to defer choice when faced with a single option compared to when they are faced with two options because evaluating a single alternative is relatively harder.



Citation:

Ioannis Evangelidis, Jonathan Levav, and Itamar Simonson (2019) ,"Revisiting the Dynamics of Deferred Decisions: an Evaluability-Based View of Choice Deferral", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 232-236.

Authors

Ioannis Evangelidis, ESADE Business School, Spain
Jonathan Levav, Stanford University, USA
Itamar Simonson, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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