When choice closure reduces satisfaction: the moderating role of decision outcome valence

Gu, Y, Botti, S and Faro, D (2013) When choice closure reduces satisfaction: the moderating role of decision outcome valence. [Conference proceeding]

Abstract

Past research showed that choice closure inhibits unfavorable comparisons between the chosen option and the forgone alternatives and can therefore increase satisfaction. In this paper, we demonstrate that choice closure can reduce satisfaction when the chosen option compares favorably with the forgone options.

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Item Type: Conference proceeding
Subject Areas: Marketing
Additional Information:

© 2013 Association for Consumer Research

Subjects: C > Choice
Date Deposited: 26 Aug 2016 16:16
Last Modified: 13 Jan 2020 18:33
URI: https://lbsresearch.london.edu/id/eprint/538
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