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Focusing on Desirability: The Effect of Decision Interruption and Suspension on Preferences

  • Wendy Liu
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    This research examines the phenomenon of interruptions and suspensions in decision making. It is proposed that information processing may change from a bottom-up, data-driven to a top-down, goal-directed mode after an interruption, thereby affecting preferences. In particular, in decisions involving desirability and feasibility conflicts, because desirability is a superordinate goal to feasibility, four studies found that when a decision is interrupted and later resumed, people become more likely to favor highly desirable but less feasible consumption, such as a high-risk, high-reward option or a high-quality, high-price option. A reduced focus on feasibility is found to underlie this effect. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/592126
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    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 4 (08)
    Pages: 640-652

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:4:p:640-652
    Contact details of provider: Web page: http://www.journals.uchicago.edu/JCR/

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