Fragile Enhancement of Attitudes and Intentions Following Difficult Decisions
AbstractIncreased liking of one's choice following difficult decisions (e.g., choosing between similarly attractive options) is well documented. Given the common mechanism proposed for this effect-a highly involving dissonance reduction process-it would be reasonable to expect such choice enhancement to be quite durable and resistant to later change. Instead, we show the contrary: that difficulty-driven choice enhancement is exceptionally fragile, collapsing easily against even minor attack. In three experiments, consumers make easy or difficult product choices, report attitudes toward their choice, and subsequently encounter a negative customer review. Compared to easy decisions, difficult decisions lead to more extreme initial positivity toward chosen products but also to more vulnerability to subsequent attack. Moreover, this fragile enhancement effect is exacerbated, not ameliorated, by choice involvement. Thus, making difficult decisions between similarly attractive options may motivate a bubble-like inflation of positivity that has some semblance of strength yet remains highly prone to collapse. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 37 (2010)
Issue (Month): 4 (December)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.