Hidden Benefits of Hiding the Best Option: Consumers Value Their Selection More When Discovering It Later
Across 5 studies (n = 1,425), consumers who discover the best option late (vs. early) in a limited choice set perceive that the effort they put into their search paid off more. This effect is mediated by perceptions of progress, and increases consumers’ valuation of their chosen option.
Citation:
Elina Yewon Hur, Kaitlin Woolley, and Yanping Tu (2020) ,"Hidden Benefits of Hiding the Best Option: Consumers Value Their Selection More When Discovering It Later", 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
Elina Yewon Hur, Cornell University, USA
Kaitlin Woolley, Cornell University, USA
Yanping Tu, University of Florida, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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