The present research demonstrates that repeated active choice-making increases consumers' susceptibility to salient affective product features. We show that affective features influence product choice more after a series of active product choices than after a series of compliances with purchase instructions. The combined results of three experiments suggest that repeated choice depletes self-control resource strength, in that repeated choosing renders consumers vulnerable to the temptation of emotionally laden product features.
Bibliographical noteFunding Information:
Financial support by a grant of the Katholieke Universiteit Leuven (OT/03/07); the National Science Foundation (G.0391.03) and Censydiam-Synovate are gratefully acknowledged. The authors thank three anonymous reviewers, all members of the Consumer Behavior Group at the Katholieke Universiteit Leuven, and all members of the Sauder School of Business Marketing Division at the University of British Columbia for their helpful comments on an earlier version of this manuscript.
- Affective product features
- Cognitive product features
- Consumer decision making
- Self-control depletion