Tradeoffs and Depletion in Choice

Author

Jing WANG, Singapore Management UniversityFollow
Nathan Novemsky, Yale University
Ravi Dhar, Yale University
Roy Baumeister, Florida State University

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