Nuanced Effects of Decision Effort on Decision Confidence in Matters of Quality Versus Matters of Taste

We demonstrate a systematic divergence in consumers’ effort sensitivity in “matters of quality” versus “matters of taste,” which differentially impacts two distinct aspects of decision confidence – preference clarity and preference correctness. While exerting more effort in the decision process diminishes confidence in quality domains, it increases confidence in taste domains.



Citation:

Nahid Ibrahim and Gerald Häubl (2020) ,"Nuanced Effects of Decision Effort on Decision Confidence in Matters of Quality Versus Matters of Taste", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1175-1180.

Authors

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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