The Devil Is in the Deliberation: Thinking Too Much Reduces Preference Consistency
AbstractIn five experiments we found that deliberation reduces preference consistency. In experiments 1 and 2, participants who deliberated on their preferences were less consistent in their evaluations compared to those who did not deliberate. Experiment 3 demonstrated that this effect is due to the impediment of deliberation and not to the benefit of nondeliberation. We hypothesized that deliberation leads to the inconsistent weighting of information, especially when the information is complex. As such, we predicted and found in experiments 4 and 5 that the extent to which deliberation decreases preference consistency depends upon the complexity of the information. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 36 (2009)
Issue (Month): 1 (06)
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