期刊
JOURNAL OF MARKETING RESEARCH
卷 46, 期 3, 页码 344-355出版社
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkr.46.3.344
关键词
behavioral decision theory; context-dependent preferences; resource depletion; constructed preferences; choice constriction
类别
Although choices can occur after careful deliberation, many everyday choices are usually effortless and are guided by intuitive thinking. This research examines the implications of the interplay between these two types of decision processes for context effects in choice by exploring the consequences of the depletion of executive resources in a prior, unrelated task. Building on a substantial body of psychological literature that points to a single underlying resource used for self-regulation and executive control, this article demonstrates that resource depletion has a systematic influence on choice in context. Specifically, resource depletion enhances the role of intuitive reasoning by impairing deliberate, careful processing. In five experiments, the authors find that resource depletion increases the share of reference-dependent choices, decreases the compromise effect, and magnifies the attraction effect. The results shed light on the mechanisms underlying context effects in choice and suggest that the scope of the depleted resource is not constrained to self-regulation activities but rather extends to choice in general.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据