Rejections Are Stickier Than Choices
Five studies demonstrate that consumers seek less variety when repeated decisions are framed as rejections (vs. choices), because the act of rejecting significantly reduces the liking of the less-preferred option(s). An important implication is that rejecting (choosing) leads to better decisions when consumers tend to seek too much (little) variety.
Minzhe Xu and Yang Yang (2020) ,"Rejections Are Stickier Than Choices", 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.
Minzhe Xu, University of Florida, USA
Yang Yang, University of Florida, USA
NA - Advances in Consumer Research Volume 48 | 2020
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