Publication Type
Journal Article
Version
submittedVersion
Publication Date
10-2010
Abstract
Four experiments examine why choices deplete executive resources. The authors show that the resolution of trade-offs is a driver of depletion effects arising from choice, and the larger the trade-offs, the greater is the depletion effect. The authors also find that choice difficulty not related to trade-offs does not influence the depleting effect of the choices. Finally, the authors find that though people can intuit some depletion effects, they do not intuit that choices or trade-offs within choices might be depleting and therefore fail to predict that larger trade-offs are more depleting.
Keywords
consumer behavior, decision making, self-control, depletion
Discipline
Marketing | Sales and Merchandising
Research Areas
Organisational Behaviour and Human Resources
Publication
Journal of Marketing Research
Volume
47
Issue
5
First Page
910
Last Page
919
ISSN
0022-2437
Identifier
10.1509/jmkr.47.5.910
Publisher
SAGE
Citation
WANG, Jing; Novemsky, Nathan; Dhar, Ravi; and Baumeister, Roy.
Tradeoffs and Depletion in Choice. (2010). Journal of Marketing Research. 47, (5), 910-919.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2999
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1509/jmkr.47.5.910