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.
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.
Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
NA - Advances in Consumer Research Volume 48 | 2020
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