Tradeoffs and Depletion in Choice
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.
consumer behavior, decision making, self-control, depletion
Marketing | Sales and Merchandising
Organisational Behaviour and Human Resources
Journal of Marketing Research
WANG, Jing (Jane); Novemsky, Nathan; Dhar, Ravi; and Baumeister, Roy.
Tradeoffs and Depletion in Choice. (2010). Journal of Marketing Research. 47, (5), 910-919. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/2999