Focusing on Desirability: The Effect of Decision Interruption and Suspension on Preferences
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..
Year of publication: |
2008
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Authors: | Liu, Wendy |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 35.2008, 4, p. 640-652
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Publisher: |
University of Chicago Press |
Saved in:
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