Title

Tradeoffs and Depletion in Choice

Publication Type

Journal Article

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