Decision Diagnosticity: Rejecting Induces a Larger Post-Decision Evaluation Gap Than Choosing

Six experiments (N = 3,412) demonstrate that decision framing affects post-decision preference changes. A rejecting decision results in a larger evaluation gap between wanted and unwanted options than a choosing decision. This is because decisions in the reject frame is perceived as more diagnostic, which leads to greater preference updating.



Citation:

Adelle Xue Yang and Jasper Teow (2020) ,"Decision Diagnosticity: Rejecting Induces a Larger Post-Decision Evaluation Gap Than Choosing", 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: 1160-1164.

Authors

Adelle Xue Yang, National University of Singapore, Singapore
Jasper Teow, National University of Singapore, Singapore



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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