Repeated choosing increases susceptibility to affective product features

Sabrina Bruyneel; Siegfried Dewitte; Kathleen D. Vohs; Luk Warlop

doi:10.1016/j.ijresmar.2005.12.002

Repeated choosing increases susceptibility to affective product features

Sabrina Bruyneel, Siegfried Dewitte, Kathleen D. Vohs, Luk Warlop

Marketing (CSOM)

Research output: Contribution to journal › Article › peer-review

81 Scopus citations

Abstract

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.

Original language	English (US)
Pages (from-to)	215-225
Number of pages	11
Journal	International Journal of Research in Marketing
Volume	23
Issue number	2
DOIs	https://doi.org/10.1016/j.ijresmar.2005.12.002
State	Published - Jun 2006

Bibliographical note

Funding 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.

Keywords

Affective product features
Choice
Cognitive product features
Consumer decision making
Self-control depletion

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title = "Repeated choosing increases susceptibility to affective product features",

abstract = "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.",

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AU - Dewitte, Siegfried

AU - Vohs, Kathleen D.

AU - Warlop, Luk

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PY - 2006/6

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AB - 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.

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KW - Cognitive product features

KW - Consumer decision making

KW - Self-control depletion

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Repeated choosing increases susceptibility to affective product features

Abstract

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Keywords

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